In the past, consumers primarily made decisions based on the product or service they received. To the typical customer, a company was merely the provider of a good or service. However, in today's interconnected world, consumers have greater access toinformation about companies and their products and now place increasing emphasis and importance on your brand values — the ethics and ethos behind how your business operates. More than just a slogan, they define a company's principles and overall mission, as well as guide the organization's internal conduct and external relationships.
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