Build a sustainable brand

This article argues that building a sustainable brand requires 5 principles: Identity, Purpose, Culture, Operations and Voice.

Build a sustainable brand

Larry Ackerman

The Identity Circle

Brands that thrive over the long term are built on five core principles of Identity, Purpose, Culture, Operations and Voice. Larry Ackerman of The Identity Circle explains what these principles mean and how to create them in a brand, using a multibillion-dollar US B2B brand, Aleris, as illustration.

If companies were ships sailing the high seas, vital questions would include: how do we navigate unfamiliar waters? Is our keel strong enough to keep us steady in stormy weather? Does our crew have the skills to turn on a dime - yet...

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