If you’ve got a list of brand values and there is no evidence that your organization subscribes to them, no incentives for people to live up to them, or no initiatives that demonstrate a tangible commitment to them, here’s what they achieve:

Cynicism and eye-rolling among employees.
A cultural acceptance that it’s ok to talk the talk and not walk the walk.
A perception among the workforce that the leadership is full of hot air.
Customers realizing you’re just another disingenuous brand.

It’s better to have no defined set of brand values at all than broadcast to the world that you're full of shit.

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