LO24507

From: Chris Macrae (wcbn007@easynet.co.uk)
Date: 04/28/00


I am interested in the connection between corporate brand, leadership
values/identity, learning organisation and "nets". One of the hottest
topics of internal branding and global community building is the leader's
cultural selection of a handful of organising values. Do you have a value
in your firm that you are particularly proud of and if so can you give an
example what acting on it means? I ask because I am compiling a register
of values with cutting edge meanings. I find that many values, eg
teamwork, sound almost a cliché until you annotate them with a
living-action interpretation such as this from Charles Schwab : Our
values are - teamwork, fairness, empathy, responsiveness, constantly
striving to be worthy of our customers' trust. For example, teamwork means
"you can bet that someone who is asked to contribute to a solution who
responds 'sorry, no time - I'm not measured on that' won't last long".

Chris Macrae
e-mail wcbn007@easynet.co.uk
http://www.brandknowledge.com
author : Brand Chartering - how brand organisations learn living scripts

Footnote: The quote from Charles Schwab comes from the new book Clicks &
Mortar by David Pottruck and Tery Pearce which does the finest job of
connecting everthing from branding to learning organisation that I've ever
read.

-- 

"Chris Macrae" <wcbn007@easynet.co.uk>

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