CHANGE BEHAVIOURS AND CULTURE FOLLOWS

We know that changing people’s attitudes to brands does not change their behaviour and it’s now becoming clear that trying to change culture as a means of changing behaviour also doesn’t work and in fact the converse is true. The successful transformation programmes tackled this head-on by looking at what the company or brand wanted to be, defining its core and then looking at how it would have to behave to achieve that. Establishing values around the brand or at an enterprise level are successful only when they describe behaviour and ultimately become embedded as the compass that steers decisions.