Sticking to a well-defined corporate purpose will engender trust with customers, prospects and stakeholders in good times and bad
How to install purpose in your brand and company
Posted By Luxury Roundtable Columnist On In Columns,News,Strategy | No Comments
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ZpkZR64NWkuWhWZshwOw87gm5gCD6HWB\/z+aSCBBkESClTMqh12Tw8P42NcRyfT2nwmDpYXAGc+NzPCMoCfQXyLlZTjWvOxwc86ixCwXu52\/y3P8U80PHh4K27t\/HsIY4i7mq4oVHZp5DKUEA9TmchTZugJkV+MWow19IyAKSdfXI0iyE31B234uY619sDoJkJi5OYDn1eQPMzHOJaBGMNTlSdDKnbfn7UkElpOwViwOFq9X0Ubdjl4l9+kVClmNPzq6PT+gGQ8sP+ge3CSDAQ7NAH3a36jcE8S8269E9i3HHwfGehR5Pe34eVFNvjAWfBbnajemvCvH2AMazJdXSsDe3DX6I1cc\/yBBy5lt3CAyvzgEzEAtPTTaMc3maA6I4g9DdFxoztp4n2NnNe7H5brZDukfDSRPgN0lOm28rl1\/tiAxGsSkIF9KexhKLCGVCRrNcKUBRq\/1pGNEzhnuVyoZYH9kg5BJmsHMMSHxXNhjGpINJAOoU9yaNQKQ4TuNGW64Y+MIWbrKZtmNefMuhAs2iD4sNUe2DNR2nIXPh+PCqkB9CZ86hbgF\/opNppr+JWuQT0InRILaEdk3Lq4sP\/LPoLvkEtAOh6SA4lzbGkyXytwqVWIpKkt3\/r\/E2uUEuFswacHxJX\/v2HBJNRPz2wAAMa0DSWG0bYB0ef61eHtqwtifJ7O\/xcXxE4uf4y2PG8sWqNzb9v2KlYF2eLIoPs3iYNYGrM949TgHPSoL17LKfFln57+gA16z7L9rwjEEg1z88yf24lSECDTq06uaw3wOv1TlNAmHY76LE8iBBExq0WlYh2X2QI+0rrFd6+dcDGrbhLgBIHutVKvpgy5Pk\/yQSBQA4LRvz3YzsoeGA5g6EqEjx4N51trt4Trsy8XNEcvwPwv4d91DG5R1dqyroxkAvwKKIKbR0c+qWupulE5N1b\/YJ2i3\/txUJBRTyseqnntoCKNbSSnDjPPYuo2xhv+2NlPpkG5nYNg3YMGAJkiO0b1+RUCozOdSVeWm0LusJWKgDS7cE7hxyu6+oaNAbThsEnHnsZEvlxGOAGYKGbYPaNYXQfuSFYBbFJ4YpqMC1JULOQlTrflFJr2l\/RXLqvLcpP7p1Z8OZbJZW8CFQ8Y4VbXHlesoSeYLJDEdNHAq5L3NfIz7sZhWtkua1IhNLl74NmZ1ILmkGLChaX9AHST0Pyj+5YBj1CI4Az6kWkqS9RaUrgOseezAbS97UJYeEkiVHzVFZ\/47DaroDBWTBxbt9aHTdATejv0a\/vmej9NnKdSpw\/W8wJBwUWC\/zAY8YnpDj8DNW7sKj41v\/rC0tZWch7J5CTCIRuayUf8qQPrplShkFd\/K5TSa6vCzimuPKtBDizfEcnni3lecFG0ix4dNt2xaJCDh\/zzLtIYJhqq1V4EvpZaJhd+b\/vsSFO0UEJSVYvt\/eSXe2ta2JzjdEFQeRpYwh\/o5FRcg0gONGl\/4\/rgdFxltq46s98NQc6AjwvFcR+S01Jc+W7Qdq7pN\/cT8Q64fsAeTO1ff0lGXp6Q+IEH06YiwCRgf8aL1rTit8\/Id9Juib3nYWecsVdgN6vV8glMkov+yrQ7ENH5mi4Gdk1qxwZyRnh9B1A3UGDwMklanZZZeo6\/stz1Ok3A+jevCtrPhUOXcA7c\/IvKLFRlSCIRslizOV23lpni8tLOhZl0PxhUlwnMfLWojvT37JZZsPCAuPQJZO6wTvPrF9tgYIKmUbqnpoJXDqIonN1fDXK617Bnz8tU+37yeTlWrXdVCdmGSfDPPBIw7+k00xLxHA3hK0G2BlSNIp1Ewi4pLq\/4W+Q5wfMRXgpGts4gi9vIHLso9DX0FtisNXShikluzdC89InIF8aQOfXMveWDxfJDC1pqe6kCuHMn0ZAyBvREW6iNXmy4aS5ttUL958xKF6BDnHTM4cmNJKL\/Dn8hFTj8StsaAY7dK6N3ZLWhZHbhsHSR9JT8OgQzekvx1ALyiAVueadEdV+Z9mbTRIaki6FMnaiqKHWloKf9xgl4f96cQRHtm9KFqfV5kAIp646jcIccuVDtD9\/+44pFdDr13+bxqACC+UqVha8w1T+OQ6TrKw0R32xvvdROfBELw\/vfKkOKu9PTZ0kizkcwiKD2rtk+nE3YSEsRpMj8bL8\/ZfDXqdN2g6r8t01z2zzcoCE+zeAKQAqv2rxFFzC1ocagtL7chrGrYxbioiDxkkC5gNbcgENeYNlhe77xQTN53d\/oQwgUrCUGlnIPfEU9gmJRAErab6oFgUl9a+KIwRSwJKggLC9hYktccbODptOvSMtkWWMB1MTZOROsjB2cPkoCGRM7T1X6\/cQaaY7yTqdJtGmzF1C32XIQfA\/nrFnhuiO\/isObofx9uGbKuufjcJkVTkfJfdDpbsLdjlZB92recXATztclrvBAaOeM9v0q6lAaU0pMa9PnbQziPTOrC9jrxy8lRpSHQrLP26PeRZti+ig1iGDCfV1QViyJzCCOFCzaAmjNdciZ0voGNuylLVOwTs1j5N7YF+U6vZLY3AEel4DEhF04YKoQPmg0I62qRmqns0pzR+B69OTtQBXkYmjN2Vezp0VHYnk0vcloeGf3vPASkWPPTUkEPnIVOGx5jOqPmD9lLAjtKdvpVCIBxJtxuzUXY9OV72bJWh5\/gNn+ongri0hikZKLd7GDhb0eJxbN9vQawTJcc2\/if\/KfPSK+q4BxVtvI1w1oGmNxGJy4YuNPkU+iFZveGfgfbDvkSaCu5SYktcCMyGtLF6vPvkk01DT9KWpIjJ1ejynudv0B8QoNfA0vkgvt4TkihluMFGYiSL0DvU1w7lGxzcFNcEpmczthiMAkNA3kNeBxi6kxhd2k2lwB9GnISsTi+ctb\/NaKdRPk2W7I4ZeopnrBGTeovPev9I+XRFrAyYmaXYBHlKxFDFve3XVgM\/yE+Io5XBirGhOIbbOG8PddfeG45Im1NzTfkApHo+02j5KFGv3DWsWT5goEwKW18Nw7nWeTJ46DkAMG5iOBd+kGJPezReyvPDvwb2bCXYruOARSHTs1A6U537aL+DjO90C0HeBX0z6K1T6PP2VeIHUoZgvZ\/44sdVMUc5m0OMt3JflZpk24ZDt149Of2WlYhO16i0kiMOXZw2hkz3AEh2PV3JSPjJ3hcAOKY1GRfufeGGjwW03WoPYj9MBroeiAS2j98Bz7R68y2jtRrFghB5jksjFcddbeA10Blxb+kK16aEKyl5qrLl13qREpcQqFgqhbTr0gBPsL2PS1rFBqno9jb8bLWkpjq1PDjTzkJYpBCnQynlIYJqehZctGiQnnkiaFtsBqJjffb88tzwJ7ImSMIMadewZh2tWoIV0wllMBWWdZwdlCwdEd3CpBafJb3yxx4R0ZJor15Z9mOJnmeBaeCxNwGUG38Z0aHhik82ZzVT7KbBS9oUHwaAt2T5gXiGfiuf8Kwur0JKgu2zgKyyDSCjzsC9N31\/Y0J2QPWlURHwsesSC+cabu8C+qrL0+2Fu0B3qX5K87WFd6MyC7JH5J2eHaNmLUMO+SXZyjHr1trTWEX+VA4\/Zn0LWX04axRU9Sr1fcglPUXoGOQKySctS0+uHVZSMKZkqHNRzqKZHeWUTatjKXWnKXSDj0fcvbvRtEIO8718u4ee9Mbj0JPaxVZxzG8oKfkNEUqT+K+YiwMypy3vs+UINAlmUQBmwuj8wME5GQVGdU\/X0EFTrR3Cy7WOVnonCwi228LayTxD3EY9Rjn7yHmdfXcJkhO+spp4GAmxe\/yG\/1wadfaS16mL173nsDIXKDlSBdOmS+22MQMKK2FDWchtTXtt0FogaMSPcjd8hdUZUNKLRZDEhu9nzNztvEsTSOFURuAmIachjP+1Nmg2YZzLhqn7lRcAg6EH742YHSACg1q4dj11SKREHvT5DMKV6QvIt44CK2dn8Q7jdOikPHewZ+aEUu6wOThnojTW3JB9I6PBSvpUjYzlW3nRuXoFlnfbKFgeB99KH52xpWNeTAIyaW5+3bJCzrvObt1qzuM3GsY2u9XlfFZp\/c1LYRA06CiNaGSabBcqTv5x1yfejrYKAMTxMLhmC3jNCigyM+io3k+5QWk5fMHrh2tn7hTB29+Vc371Dkk3Vdnl0CELSePqOka3KTx2osSiTTPzHNDONs3tjSA5BnSp2LrBCCnLa9fcOGk7yfVQ+eN8Bz4Hx3cTe6wbGCRko07UaLeLsmTWQAMAnKJi8eCK631+77uPuYV7AWu0RbsZtiEWgtIiAZ3vSAVKo6zps1+qTnuRcHjKlcaSBaEB3ntrEiMqPp1Q3AnU5+WI847vBA7FfujNOVHGmTI+WLxXzHMxg9w2ooxLf2pdLGdokpU2GykvfpCqrna3XAn5LK+uh\/F1Xx+DrRpqubkqG2j2hy77v9S3Vv0\/5jXnife+ESKLhmOSbV7wCGVtkO+7UA\/Bg4sUC\/uqGnV4h1OvIA1uswu9W61Gg7rK6W1RMeMXzkoVEV7IRCsj1PsSG0PASoIDUmAYkrOSfvQKaM3++YgEn6vUziRFcTNvOdH7XROwI2b9jJ\/f524eR5xz\/QlwgoHky\/Xf3y3t+DMlwuXgAhbcsboxXOadfm2rpV0ZjDUu8k55PWKXbSo5ZoafBbEPUjrhVSS6vdcZ1\/8a8HgFyQmMeU9sk15bK5FhsuMDc2WEPdgNbyTB2aBzEO9CwBz9Jqf+F65gAuX1vCTXXWo9kIBYeXGKsmdylGsQXTCL988NMrX7Kv1KdJbPLHdvs7\/Z39Jm\/aboJ20HPaW1jDXDUBliK0Qg7CWJy15wYqUqEBdK5+DNCsWYauRdM4tckR1RlTVZce9jnAeAOO78m\/YvPo2PQGZIpvlBgBdjnXBg4oke+bjjrZ9iF5dIVNeMm4iBNIGMSAnMm3Qgh5w2Co+R9i0P6H+KasfLCpFFwI6EggnHSaNB13uJkyc+ggmu4riYgMGiwaHwj2IFNB1rHKIo0neH+KTRfZ0wZcH8PRB+XSqPsKKO\/v8a+izkun7ao3vpeaEyc5HhGtbNS8PPxXni5fMMNX+cJDWLUsoh4oT2jV3pfyHOaqluJ53dPk4iRCLtACXTnmalwrsGN\/Rio2tf2FH0QgoMBPrIE4GdhjZcHWxD5DSiGjoS9BIoEVb0ruAN\/Oa6n19nc5kqErReP4i8ViRBQXZqkRxmNlSQ10H0q4Sd\/cTA+22q9vKbjvEaHJQvNcS89Pa\/mNifYmAFro07CzvHppew3\/JbUrJJoWkZtHSzzX1ZwrfCOA0Dk3ETqf\/BgvazjRRKDj4bipXeUe4SnCsvDLY9+lA3iEq1\/kNtlrNhBCquoRopFGZQyRMxiRuI8x9f6yBWOxehFOEJxCuBBbfv6HL8p49hswFOV9AT9QitZBkwXHQ5s1yrZog12Ip9DDxm8jn03DrumC68JFj3YtN41KYwdm7NUZYDGqt84qIDGopLOVZDr3HM2a3PUEi8ZmWD\/Yi5Bygtb1DYqCskiP2VJ0Cwc2sq60Rqw6nCeW90+lkVNp+y+oT6lMtzGrBMJdYECXQOZRNavt6m2C7KvlOipc9WB+UBaishfmfNbIjwWwZSE2NQzLtIs1EP7RZSPn7DACBNXaQdoo0cWrWtqEt39PKI1yCng\/JPspgiP20p6sGCoZMEuXdSrj5XxrCHB4jVszOyG2zVX4jS60k37lENdmYHPSRh8gPTzO103O5Y11FbAIuW4p9\/8B9oGi4lf6ENDQg6\/zAHIW5Rka0N8nlvZj0Y9OFkMaGXZ3Ldml3rS0ztvnr\/ZfnF0WH3uVUN75qC+FcNhQiGgH2WG8cjU0PhEhFNm4RcTlOOcUiTwFMc\/Wo6msakW5rDnSXQBFHj7qaU0Q5jD85Z4OqPvF\/MP3lMCuprHLu9dMIctPWxWTh5dSlBlJA130Dd79s6XxarvPysfwaaumOcvRyY21zw+llIvQkzspnuC0M+MzvVobqEm3WQpNrt9o\/f1zPFthhQfCyPcjGsjDCdPRUxJQIA16AVUnvkjDcL0ViSUYdvvQygGbEzGULkx1Q5zSBfdlDVKke\/XkklptQs+bdzNfrT2XMZoWZ8uTIPRPcLiQeIe7XGJQXCDtewjxPVsQLe8HCgKgdmX1Y3LI8oePY+7Yppn5r\/nswlP\/ATx6ukW25bWx21uyEb8h+u2+V7b3CQuaJ8ALDa\/Wxgt3IsbLzKMXRGHgyc1KS1HCOFo7RF4TDEjP6HaH1Z6N5dXl44+JfdqgZTt1hU78y82j8pF6\/1Sqr5c8wzIJ5FLnDfaCjw9ajCS7qWS1cZDthKSuX+vocrfmSc\/gbNg8YOVvTghJUt6IJAKcYaeEpf\/fOznRA11wjr3uD40G5ZiYeZidV+LO6thCQvpZMJmEvDIpt1YnmqtUWyPKO9ShE0Xpib5wx+kXhHSZzgd+6iLRaSG0qBGrfHImWYlxmLgef+PMezLEwWWVwUGsersSR6cOc3wOflFJ3xBVlXzHh7kcBtjpzTpza8UDGxvOHTjO99LiD5J7mU+kSDeii8W1Pqyp\/lEbas0vD9pwIoSO89QKYOjP5ZyQvzrlFnSUTlo9a6qSxQmHRnV4KirSXNUGDkGns1NNH7bRaDwBI8m1qjDNV43cgBoz3FsEf0BEDNl\/2WVL39Cy7P6iplp9m5QkfXscpOhYhe6NocnrDKtbYyFD5BqiLmVAZ\/uJ62WjMbjmJGfSM9lSnVBTX1WPBxsFEpxIlqXTgzopVEOh7WfzpwpvNJ2BUhploj69glRGrfuUC5el26v\/DkF8Uy5T2j2aJDflwy+6GF9UNrX2\/ArIn+hsZ3DeH2vWk\/3MvinMOfl2ykNncgQo2jJ2rj0SdRFSXccisVw1YwvqiEgldywTD+b1zctthuHY1NN+QbGwjVD2IbRb4VPiMCrsGKnZM+9n6p2qx+uJqGoKRTGjb6m7TRjqDT7dsP1qTVy6lF2iVqE7L0+WG45I0QD9Ni8XsfuKn9GVrjMrOzGfTMHHrhXmiIwvLtb3fEwObNso2Ym+lOfcJZxjJPVPR4Bfj8dsEGoJOVxXwODKs+qIpryKjjZ3wHO1bWAUEx4t8sOZe4YkJ7uD5ugJthNpxnBnMAbrmSVOqfUMqf5YOPuipaXBvaWFwyeqJfsaQ+7j0vupRHY+INK6k801nJHNmA\/4k4q5B3Suil+HMozZbKPe4pGbquxdD2BPDUFc1G7u1shdERGPGhOz81Hp\/fvTaBHSEM1gbqKnF0yRXAnYCFXYZ0G23E1eNCqgYJKPeeP1G\/MoQi8hQ9gR5m0FPhF+UKJS0ipn+2T5OtISJ8lu8YCwQ5ySiZgJH\/o8o76pjW5saphqzeN2eorY3m4GIj2k7msK1kMEmgMOaULt0mk\/F0FQlc2reegujASdySb9PP6ts6LhGMHxGW8fHXeeyNG5EugOkpWnqsEixHdimjFYk=","iv":"ce9aebede24b0fddba00113a94471d2e","s":"ceef8d7d1970976a"}