Posted by: Chris Sattherthwaite, chief executive, Chime Communications plc.
The Annual Marketing Society Lecture given by James Murdoch has generated a great deal of comment in the media in relation to him championing the value of choice in a free market. However, the most telling comments to me relate to how “values based” companies are the ones who will succeed as they have a “compass” by which to navigate the commercial world in the information age. Quoting Dove, he recognised the attacks that Greenpeace have made on them in the last week but anticipated that with a brand with such a strong sense of direction, they would know how to cope. His own example at Sky shows how “values based” strategy can not only improve a brand’s favourability but also its profitability and long term prospects. It was an excellent lecture.