Sticking to a well-defined corporate purpose will engender trust with customers, prospects and stakeholders in good times and bad
How to install purpose in your brand and company
Posted By Luxury Marketer Columnist On In Columns, News, Strategy | No Comments
Sticking to a well-defined corporate purpose will engender trust with customers, prospects and stakeholders in good times and bad
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WP2OeJTGknBrQyWriUJXK7+aNmtgBwh\/2NZXepTC92cOg7SUylwSvtsljp7yAsHr+22DHrGJeTaefCkac0X4O0L895hFwYc0SMQbGRW1bufsidw4SZFALmDxvKy9IbbimsAuJlLCXllgNHEuy3kFvmr8YKH04JN\/do\/mwY+Fj4Hx1EOpP\/K+jdCQjaE2JAsEfOrHtQEJVrhfSZ87RDZla\/48XME6Pe4qwl4j8KlApgqZP2zw65mvWDtG7yFybqMUFIBS8M\/nlkLhgj7GfMEeztAqyZWMleJf+FWCm9HvL5wJv9+bdkkmeIucdUYSRk9RlmX2\/hgG4Ml25Q9GeiFAt3fprG+fOls4ZmYCnLOUPq8quQ1pOZeAvBS2kmEoyuGVkfuMfZIdw6\/RmqhIzyg1NkvugiVLwPeQgoa94CJN4Dvfmnfs6frEnr98xTc6uB\/xAJ1x6+Ku08HyBUgef1RncXUuThhuhDF4Ih\/wq38K5e0SgyUYrEgigEQCfZ3okQ+06v5ONnbe1LydwDkTnOsHJRSWMejaFHJVtrmsVtP9OQ3jAz\/gXg\/22frrR4gJGB+8fcHVpxIsc0+dMi6chbMe2YKNbQHwcqjJFp82nERt8pdSkASOIYAR7MzRRY0XFSZ9mq9M4zV+RwKrtE7rbcyDIICjd+j63BRgMp5zRHVcX+HURXYlvKxsITQMQmkz+9VmOlM8PEkZ209cVdH5MiXdIW+OoegNEnMdyRNzR3QkAd6SYHaD5hpBVe9\/9lNxLqKvRcQAJQZPz0mUagYJI\/iH3n+RpD\/jh3+LEER5quO6sKWp4djrun3qWiC2+fk0AOdLq9qgvWCS8jvxgwOtZp7ILZ6TtwGdjuD5LV9Y9e5B7KwrcxG5o\/wFBhHLaE8EByVnssNIX\/3xTK4ZbHKmlnIgCxG7\/wD1xqoSpWH6z6NYdFM8m3N44bioi1K4RXmB1+prquYmfKZmNAERwa2J9y\/BsE\/7DNONO7SPA0vaZo3JC6JO0GbPb5CzAVcKe4H3yy10+6ZtmZPE9RiUyfvr68iUV3uW8FfxP2nVExhOo60oBxWJU3Ro9UZbpeUS2S+CQjHckCsMjaKz8\/cUvrh+QlvnKlaEq+EA8Vv8Mt1kmzuc8Fws4MU7JvkNIEyzgaae2GtV\/VcR2RnChbqfEVIQRAnHjGn3ImL\/hP7mA0+CWJhbtzUn3NqQ7j7C5fXkrBwG0Glwf7uJFsmLQHTojHtoc1d4PXOPTsiYhy+UP3o2n9BD2Qgp2XpqkOD0MTM33MxFSqZQmby+npu+qVVlqYAEF5ZtDVL4fuGRIrRNDbuEA0M2tKTdQ4d61T0OyEmKIAbKzDmFu0JYm0e6oxyl5ZHPE7FBaFXqsMSv\/5M65cLcUdjBylPuOA49ijcxKsrh8vcxePLzsf1QC55rkFHFotNP5iLlGubbnSmKwpsMnbrB005EEgbPPI6KaK78cI3AIgrqTPCsZV9txxQLj9WBSLJ1lumwibeWFiI3x0EB1jBQPfH557z1Jv2tHzqaaGZctvNjcqmg3w2oa2kNwv0\/p5onYkHQ0U1Qzae8lvFERHBClMCc\/pSUKUBW7zkDbFqA4m4rHOgGfwd1c4n5HLVPSnalLcPs7w4ogcl7OAIjcL\/cOW5ZMzTfLptM0iRgBc+ckgcZnKfIauUzgaIGTA2K\/AFYsx5DONVPZ1ldvFnLSB1dL1oJ+8MgTb\/cJXiI+TkUeArWuhI7zOYZUUhM2voVLlNj5SWupPaBfHLduTuLG5FoAKW\/CzFKeGYGb8QHr0Kz3ZUojO5xqOhj68mb7XBlkZY2zQffD4sfQc5FtSFCIL447rBA1wqBCa1KypL4dZgi0tsw44d1B3ED9u0IH67Mt\/x\/\/Uy+rCenDHRW74rAJ55xV3FvUlYxDiBtYtajDdV5BL2m3BsZvJcV20sLtmtqD2uQwiNo35ipU3NSMtkiG4LXXo3H\/gXxoges9+zYG+rp\/96vBiggT5fx4ucv51QYy4rA1wAWZTxi9r1PfVyQGOKs4FsnvXPNn6vtjas7u\/US8TzHr4BFQSrvulb0Akf1gc5OJgsoKWO0ZViQwToJCVe4xSa5OezsoJdWdzVRtd9dAbgsdrPpKX5aNGXhc0pXZywHIs8cuCxNCKRU07uAjqNZ\/lmMz5wnrBBe4GN6W93lkykIjmey79Wpvf3RD+Xq0ze+btYHmgwX7QvUtg01ZhISR8EST8IqzQRKc1WUFWJoZGTbE3tnFmmGWeOngrDxCmZxrsaNzN1jxrP1QjRobycuUgUME01pOen0LBEDYWA5+ZlEtdxJ73Cc5Cfkncs4ysT7JY5FJt3KCPQWXjDToPNK3Xc3knDzOdH11N8zvh19mpxs0KLwYQOxj8XEatyB8+vUqGAIwBr6IocYGzd3wooMW5OtgzJyHH8GhE2pzP1H8mBNGejLM\/ytSL4m0BEAfiEn264ZeOA5qrKQOjfTHFV2n5YWeERJSSMWISPHv6f2PHRGC8pIsnZKrZZLORSkU7nJRQeDBWO31twcs3r6AaVFCETC+eA4C\/\/V9SH4FfMJZY1fJHun5+MrXbqZ7Nj4993yaEeiut5rwj0a0l2hPgCqlZtKIe2RhT04X0EC3cV6KaW6dXjz+9Ohi9TBdyi2E\/xg0oPQU\/N256jRvc3ASasrrxWqOtqej1EwgemylJe2Kb\/9WZ1N7EhG2Brhk\/mFQRBnXjcNQryLpvXtSrOgXc0e6B2Efee3a9lhm4DLOqfIv7NhoXKyjIDUnRgrM7g79s530se1VA4\/5MfXktgQsbsHwmbouQsMy2\/+0bX8iLMET2id8bvW38zEfFb2YxjnNYK+8JukBWT3YRGGMjQItB+iUw40c4zMt0\/Gxnm8eCR8tC6vJpmU5EMocpsJxojnMNkNJjz1wQeXunuWHl7Na6suYl+uWInmU59JpW5cr1BEi5unwa2qsagSJXLXi\/rIqRL1vErITJK\/fzMVR2tOSrPbn2QoSqPPnt7Ow1wPQz1WSPmL6LibcfVemiRaImB42hVONunL+epPiMqZscNrpw9r2F5xNeeZVh6Tho8PC3ncqgMtf7AyId09jjT8PF7xAUVV1z0X3bZ7uKsW1ca4GvCvvzYApkq+Zj2roL2\/i+2oB26faU1wcGH3gSLCIOdcsDQAst6ctqX8QoOI+hfu0Jw0c4ql63hY\/xtzyfZNOXMqrCVSytmgclcYqTXv5w+5vkF2Rd9B4V3S+XHymv9SSFPt\/ZIShEGneOl\/v4OuITL+Q786LSmB2QmLlXkkg\/ukuIra\/bzOg6jqES7JV6jh5+FGC4rFUJRMdNWUhk7Kufakj4ikrZ6bEE\/NinIAltiLCOaqcvuHLhhFTl5i3WxypDCbUUyKL8HmywC1TXku8LjSypCGG9SGEXaeuaHWnEbELZC4LfBMs+4nFfM1DHIvlfa3zf\/Z3SD7L93AcBo01GL7Bl55+7WH0QjF9+XUz7YHEfTT7waP1yABTtzVZ2osVws4f\/U9a0BS\/lgD8THkoBdIHDl7IcgSwnRw0yNl\/hE4r\/E9iLypgGP1AqTmypCSrknOv29rkDpHwYk8MTqO3YngTcznZrvqByDWv0WC4Ah8\/p3ITNVVieLlZ6T+DQUio9vl6ysSVOyOfFSVm0y2wgtkVNS0b4H5FEk5MTMwOnPeiS8amMRQ56bDOYjgyKPVGuepp+\/b3nAsC\/bUZqEewa+wtdL48BqIEIPiK2hCwlJM3rPLFv8e\/zmZ1GquVTT55nym97WGAs94cgyKg\/97JAnP6nQr7ekb61YsvcRDWiySF7Mx7KEaJSUNkqiOw5bOky\/ggvZUH79ldRsJnCz7QA7Tp7PTHaC6hzUPWoIkce4yv6eGd0dh4EeF+Rf0wq0qcnBE8eXCJi0QqM8RRIFcsgxcDGNwr\/GkDTpGLXptE3AHMgYCXJNclS4ALaJWzdkB\/0GqL5qoaDHFMiEaI9yLP9CRGUBz2P3OK4e\/J\/6HDV68VoXaVPHv\/3cqnwGTIeAEpDk4VaHgjDVxqQRi8WYJbvtyejAafArHoUUrZimMupS2R5Kicqy7wO\/b3IaC+aQ4sT1j8gQCtuurdoYAjUXELshDxSr8dw8DW5d7qk3URHF34HZ3saySzL8aMnHck\/MPJt4FlFNQHTzXTq4v8frJGaQJCXdWGjFOK1w1jQL3680QcrJntrGoofMkTPk1UhYiZBJiWfqRAAbJql7FJt1OBhChkje5cdy8zKCwpQAZ\/HxtVhtrLFVA+Oo3PWvFUs7w9A6CVMv80rH7iNBMGUUth+rzaxgiIK\/2OjflE+8waxkQ2QZPUQTk2nuTeovIo6+tD3q\/E0VQsS5swqWiy6noR3275HblTmcMFl1kcctLTdbFNBwvhHIFrUVs7hmp6P7Svbj8A4oWoRTjX2pNrbaUHI3koVxa7RXK3k2VXPI2kX2Mp6uj5JGgM1IVpbkcIwlAne1cVabwcaRYZPWcS6Qfyp91JQZFyo9IafP+IdnJBbBfn6c0Zh7a2bTEAZbMgT4FYbKILt+93S\/IqIziRMJuS9e0SKBGVIRBcbumLqpHb0Vlgkjps0ugKjDO8PyOPod\/BzCWQ7\/5YhmwxtuCZO1W9yPQOMVX\/y94n4bsD+VnrV\/1N00bXSb2ihR97qp692TVqJrJyLrN66oAgjOUXJ8vEu13kZ2mu127dgGnd+X4eWTKgHfem2I3L4weZzYx7dHJ0i\/1t01oXMi6XufH62HUu4nhvaR4JMORE36Qzrz6UZPfQnoKT+K2C\/SiQX24tgltSl3qMqd9DRa6rpT\/Q5V\/06j\/XtP17vsrp6\/xYLAnVOMGT6kSuGIyW6rzcsnNEPx8BgKnbSRgxQmVI7\/Gh3d6OVJmYQ145qpsAV8yUWbN6Owbb3g4H69+7iqplQAQzCy4+3lfk\/M8lcQJftYbfCP8uQAAGmw2h14IeQTD8RiNuDUTDY8irMUtx2L+sVyNqTuO0uSL0TeAWWFYdQgvo\/2xKBY1dRlDjW2arozImaB1t1XSiVsq3hDnV1RCkxt3JCjUcs7XInfU0gR3BaWU65xm+hT1GG3o89jClPTpqXZP+TgCueK+gKtWmDeAXWOlCTyr0SuE+Ahrjusl3ecswHIIpQGZ+0dJ82wZPLuZzzIOQW1OrmfUrxqTaS9plA\/L2nXJW521YESC1vuEYd3tvJKDqTxBbPcC99CeAuE3s69c3uFiOSaJJal+jlasXtA0vryJO9cgnXOnFkxsnpYR6w9Hd93f1lzGaHXsIj3POJ\/mjvUEiMJwsbuRJI7nHXzEFHsgEkLINZiH7gD\/pXTPkCDVBiT8n5vEeUPuQyaWLjiMZKkq9Dg9S9n4lKj0wheDsXLxZdeqG0\/8kc4wBCQCz7MqCMJ5aJfqaYyhLtmcIkgi5PBOtd5qymG1xZ7eUuQ389juMIyKpbYY9YTgJ3gVx4L7AEsHWlYJ6Dk\/67qnEwpK\/wtSQux\/+YyUFnVESp3LL9Y2JTINOV93PFCP7clx4+7iQqhmaDYdDvVq\/51yu34iLbOvkL5+1c5ZDamEX+BTzEACiIb6IIidklUa2cKR1DhDudFvUQoZUlbwis0LtB\/fFVgbWwtJQ3kSk0MMqw6+F6arDz1k0O3XjM0nMGT6SFDrbZmbfG6Wipm1rv6UYCTT6Lqa\/5t3yysvUUw\/bKAuF66zu8waEg1iGTa44\/QKnpLq0WvMe33qxgDMmyNkCa9rTe+vp7dKRl7iE7uoBTa6gCLs5fZ3Pr8sfcuPQAOA4q\/vPHh070fLkSnrM4UXin\/TNf55zJ5LWh9880TW9EQQbYC7Lxixb8+5761M8Wppm3U+q5JJcXlIP+M5VXGLampizfIZklYvVvJ3OACmSz+O5S6K4XVl+bpQObZM53L8xN1LoxiggDPXrzCyBpGRYMGzet5SIb98U1Q6v\/ONC44\/jhPVZ6I38r2HJF0an7r+ef0d6BGyBAFaxN0XJ9I0om3clIZHsmYCbJSgH6iCI10NleVVvEO1lgyd9fe9\/OpMq85zm41b\/stxlLjiqhVMBa4p8qXaALxTL6jf45M\/oMaKgmAu8AbW5qlym9++C2vy5ImkpD2aRvVYtoqCwVKIgSlfKHgQ8vQvUmTMgMn7f0zaA37VklzOipZoK8K+ggLMvyWE1uZTX7+betBeck9l4dp4wFdyvzZT8r\/lpcNTkK6\/MPXfd2lcoC0NSARog2q7i8xYMATbFOzgAlT89iKNtYaeNDrgckPlzO4g3UsIVGxxVR6TGpjCmUNgalTaPaGNhbHpIRV8HtPR9g61V2HOjEJU\/bPgfGblScm\/ap\/JYAWzId8g9ET6dmCsNHpEXMaeDgp0hlR84nvcdiRYBmmHVMG35Rxy3Y4UQH\/CpngCrL\/Q6ug3zi7MJ5iNytD2CwcO3DknCSKUxsihVYj14cfyPK1iGRuwhnKBXjjhNlCn5ZVycGKFqw7h9ThYL7h\/SI5h45eIxhsKRIZh8vtpdVUOqVYmBlFC8lEcjr1Y605XCkZD\/2intvqeneRpqSJQQkU9RlmCBdQKzj7HjHgoCR+34V4KjspYjkeWI5iv5PktYpEp\/fKUBCLjepFcOnxqng0bITbqrOVf3u2DrDt5WSdJjYeU2W0++sWthaO5LBxVQUgHbn+eaOt5+H3tNL2LWLtnLlmy3SQ86tOIfQyt5eHvtV+fJoYZKbE\/Dg8xv5hqMGUfFBFVhoGkHpCbqW5JU1arSUJTulxjDXrJuYxqduN\/Mf\/W5joGm8S0MqCTG0a26LNfMyInFUImmVd25+lrLA8obUguCzDW248xnabUlbY00LYVJwGSLqK+p5i1ZnFTh\/6Yd6\/venaNcR\/b3uEPbDhSwABx\/52Xcl\/SM+aBXuKGVQgO\/BhpTFnm29WsW\/I2MtoNFCa\/y8I43aHAqSW4i5B4kgrDRBnBK4IiJ9zt6fyRPLTWcNneeZdZNolu7zDaV0q39I5tCMbOlgkhLXJFuG0pPMPGLmrGAL6FiNLhusJ31eyNSQoTephQ0\/2jRIID5Jh2L0ONWkKB4wCQQCB+odYwYuvj5E6eYPh840axa9SMcP8NU7jD+oh1EjMGzMIRiQSqeBtEabAXOH18LgrUKXv7GH\/Gbms3qG1pQ0qIf\/u65+xRvBTMcJzEkGGMM3Dc+Rew8JSu+FRNshKug3miHg8EvgVsfhR5QgmxFASsv8hetck3rDuMJdElTNpl1HG8NGs554jRLdEkYC5OoUq7aEGjD5nVB3fP7aU8qWZMriYF4fbmPiaElEJIwRRmgAUfyz2zRtRVI4Sbb7iM5jth0YO7vrP\/ZQHzLT1cXTlVZ4gPb\/PIaWtGvykhGe16x3ykBTmMqB3zClqN4j\/CUH0goRToyWXEoi66DDEAhBCi3W0vC33YOy5EQdZNur0lr2AtuYqgVnSi+D8+kwTAU7Mep00Dl1Fk=","iv":"94d68a6e2393976ab3e7dee67ba306c0","s":"bd137904a28da68d"}
