Consumers now want to know far more about a company than simply what it sells. Rachel Barton, Managing Director – Customer Insight & Growth Strategy, UK, Europe and Latin America Lead, Accenture Strategy, tells Marc Barber why CEOs and Boards need to understand the importance of creating brands with integrity and purpose
Featuring Community Comment From:
Rahul Malhotra, Head of Brand, Strategy & Stewardship, Royal Dutch Shell
"Brands need to get their potential and existing employees, their customers, distributors and other business partners to not just buy them and their product/ service, but to buy into them."
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