Corporate Brand Platforms:
CORPORATE CULTURE

The Culture statement identifies any specific, distinctive behaviors which actually help characterize (and differentiate) the corporate brand, and which its leaders believe to be helpful if not critical in achievement of the corporate purpose. Considerations include how the company culture relates to those of its industry, national base, and owners/founders.

In some companies, in reality the stronger culture is at the division or subsidiary level. When this is intentional, the Composition statement (and the corporate brand) would reflect its supportive role. When it is not, there is leadership work to be done.

To be of any help, the Culture statement must go beyond boilerplate, parity expressions of quality and the like. Examples:

• Dow Jones
  "Our most fundamental passion is for the integrity, accuracy and relevance of the information we provide. This Dow Jones value crosses all unit lines."
  
  
• Celera Genomics
  “We are at home in the cultures of pharmacology and medical care, of information technology, and entrepreneurial commerce. We contain all these but above them we are scientists, driven by the need to know and understand."
  
  
• Commonfund
  "Our corporate culture easily, indeed proudly captures the aggressively competitive, performance-driven values of finance, in service to our educational mission."