- Raising the Issues
- The Globalization of Marketing
- Changed Perception of Value
- Trustworthy Brand Value
- Build Trust
- The Collaborative Three-Box Model
- Creating the Metrics
- Plan to Win
- Gaining Alignment: Overcoming the Negatives
- What Can I Do Differently?
- Aligning for Action
- Brand Journalism
- Making The Collaborative Three-Box Model a Reality
What Can I Do Differently?
What do we have to do differently to build Trust Capital, leverage the significant trends, and address the new value equation, Trustworthy Brand Value? What behaviors and attitudes will need to change? The old adage that actions speak louder than words is not a cliché but reality. To support the concepts discussed in this book, we provide a set of Guiding Principles. The Guiding Principles will help when it comes to breaking the bad habits. Business books and executive and organizational trainers emphasize that change is always difficult. To master and win with the new approach to handling and growing global brands, collaboration is key. Collaboration in many cases can be even more difficult than change. It means working together with people and functions with which you have remained separate. It means giving up control of things that you have previously controlled. The highlighted Guiding Principles help organizations work through the stumbling blocks of collaboration.