The PRactice
Do Indian companies misunderstand brand purpose?edit
Most urban working Indians ( unless you have been living under the proverbial rock!) have an opinion on Infosys and the Tata Group. Which is why, the very public founder/promoter – CEO spats were such a shock to the public. It went against the values of trust, reliability, efficiency and ethics that both companies stood for, its’ brand purpose.
In today’s business environment, where reputations can be built and torn down in a 24-hour social media cycle, brand purpose is what can define a company’s long term image in a crisis. And it’s easy too take the eye off the ball.
This misstep by Dove this week, showed just how vigilant and sustained brand purpose must be. Dove ...