Hi,
When I was conducting a brand audit for Macquarie Bank prior to developing the Bank's brand positioning, I made a fascinating discovery. The Bank has a simple method for alerting its executives to behaviour which is potentially dangerous to the Bank's good name. It suggests that the executives speak and act as though their words and actions could appear on the front page of the Financial Review... Because they could do just that.
Try applying the "Front Page of the Fin Review" Test to your daily activity.
Cheers!
Michael Kiely
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