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BSS How To Make a Difference by Tim Drake

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THE VIRTUOUS VALUE CENTRIFUGE

They appreciated this was not a brand name that instantly communicated the full concept, but had come to the conclusion that in the field of culture change and values definition it was unlikely that anything ever would. The central idea that the brand attempted to communicate was the move from a vicious circle of value degradation to a virtuous circle of value creation, which throws off value centrifugally as it turns.

A brand—any brand—can be said to be made up of three elements, all circling around the core of the brand. Those elements feed one into another. The elements are the customer experience—how the customer values and experiences the product or service; communications in the widest sense of all the consumer ...

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