IN CLEAR FOCUS: Columbia Business School professor Paul Ingram explains why shared values are the most powerful force in authentic brand-consumer relationships. Drawing from his book, "What Do You Really Stand For?", Paul reveals how to uncover core values, apply value homophily for consumer segmentation, and the benefits of aligning internal culture with external messaging. Learn practical frameworks to build strong, resilient brands rooted in genuine human connection and intrinsic motivation.
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