The paper which accompanies this entry is a well-intentioned attempt to squeeze 5 years of learning about brands, stakeholders and relationships and markets into a single article.

It says:

1. CRM and CSR strategy are intrinsically linked - through a process of values management - mediated by the brand.

2. Relationships and transactions must work in harmony to create and protect intangible assets

3. Values strategy should exist in harmony with value strategy

4. Acknowledgement of mutualism must replace the ethos of 'us' and 'them'

5. Brands are a crucial tool for creating shared value - but it is the reality of those brands that matters; not the perception.

I hope it offers some practical guidance to brand stewards and stakeholders alike to create more satisfying relationships...

On being Human. Values Delivery in the Relationship Age..doc posted by Tim, 9:08 AM  permalink