The Secret to Becoming a Brand Champion

Simplicity may be the secret to creating a powerful brand and a strong workforce. Howard Belk, Co-CEO and Chief Creative Officer at Siegel+Gale, a brand strategy firm, was with us to share best practices for becoming a brand champion. Uber is one company that could use some advice to help clean up its public image. Belk says the company's breakdown was that the C-Suite didn't act in a way that was consistent with the values they preached. He says it will be hard for Uber to pull off an image revamp if the company isn't clearer about its mission and values. Snap is another brand struggling to express its mission. Belk says the problem isn't technology or leadership. Instead, he believes it is an issue of creating value. If your higher purpose doesn't make the register ring, Belk says, then you need to go back to the drawing table and re-work at the whole business model.

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