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Brands That Dream: Only Companies That Dream Stand Out by Elisenda Serra Masip, Xavier Oliver Conti

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8. Values

Just as important as discovering your dream is learning how to translate it into realities that can be recognized both inside and outside the company.

It is not just about defining the large conceptual frameworks in which we must operate; it is about focusing on the day to day, establishing actions and reflecting carefully on how we will put this philosophy, this dream, into practice.

To express a dream, we must analyze through which channels the company establishes its relationships with its own members and with the rest of the people it interacts with. Our experience has led us to define a theory according to which there are three essential communication channels, and these respond to three rungs on the company’s ladder of values. ...

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