Many companies strive to stand for something greater than themselves. For example, Apple is synonymous with innovation, and Google is synonymous with search. But the branding of a company and its’ defining culture and mission is the result of a well-executed strategy that incorporates many different leaders and business units aligned to achieving the same goal.
In the same vein, ethical companies are no accident. A culture guided by morality and principles is result of organizations shaping that brand internally, externally, and through the work environment.
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