More than ever, the longevity of an international brand is tied to its purpose. If purpose is poorly delivered or diluted over time, the business it is meant to serve will suffer.
In a mountingly cynical business environment, there is no faster route to success than to show your customers, employees and communities that you are serving them.
Large-scale organisational change has become more complicated than ever, but a measure of sincerity and a willingness to respond quickly still go a long way.
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