The brand: The machine that makes the difference
Andrew Curry and Andy StubbingsThe Futures Company and Bacardi
The concept of businesses purely chasing shareholder value is a relatively recent – and flawed – one; those that also have a social purpose stand out more, engender loyalty and focus on the long-term health of the business.
In 1968, the American conceptual artist Sol LeWitt began to sell the ideas for his art rather than the physical artwork. When an organisation bought a LeWitt wall drawing, they received a certificate of authenticity, together with instructions on putting the piece together. LeWitt...