How brand values have been devalued

Explains how brands should be transparent about what they do and don't do, and how their beliefs impact on how they do business, using examples from Disney, Chipotle and Innocent.

Without naming names, the list of values shown in Figure 1 (below) is taken from the 'About Us' section of the website of one of the 100 Most Valuable Brands, 2016 (according to Interbrand). It could probably have come from many of the top 100.

Analysis conducted by The Value Engineers on the published brand values of those top 100 brands shows that when given the option to define a brand's values, marketers often default to the easy and now overused single-word answers – caring, inte

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