REI

Does your business have a champion mindset? You might be thinking, "Sure, we play to win." While I always appreciate good sports analogies, I'm referring to the other kind of champion: the advocate.   Establishing brand purpose means identifying ...

Whether your company is for profit, non-profit or not-only-for-profit, the most important part of brand purpose is trust. However, earning trust is difficult to achieve and easy to lose as we’ve seen this week. When ...