Brand values are not just a buzzword, they are an asset that can pay dividends when managed well. Consumers, investors and job seekers all want to be aligned with a company that share their values. Brand values must be a company-wide responsibility, and they need to start at the top, with the CEO.
In my latest article, "Why CEOs Must Own Corporate Brand Values," published on Forbes, I discuss the importance of a CEO not only taking charge of directing a company's brand values, but embodying them as well. I invite you to read the article in full here.