Brand Equity can be defined as the commercial value that derives from consumer perception of the brand name of a particular product or service, in other words, the value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. Think Apple's new iPhone X price starting at $1000 compared to a generic smartphone. The purpose of human life is to serve, and to show compassion and the will to help others. Albert Schweitzer
Steve M. Scheel, CEO of Scheels, and a few associates were recently featured in the Fargo INC! article "HOW TO BUILD A BUSINESS THAT WILL LAST, THE SCHEELS WAY." What does it take to make a 115-year-old company a great place to work and shop? Scheels'...
Beyond what you can observe, powerful and primal brain functions are continuously influencing the behavior of those you lead. 
The Art of Brand Strategy is of vital importance to your business. It is a matter of profitability and loss, a road to either safety or to ruin. 
A great place to start when establishing core values that stick and resonate is the work of Abraham Maslow. 
Go confidently in the direction of your dreams. Live the life you have imagined.
Businesses aggressively strive to establish trust with their customers but often neglect the need to cultivate confidence in their workplaces. Economist John Helliwell researched the determinants of workplace happiness and found that trust is the greatest contributor, beating out pay, workload, or perks. A one-point increase on the trust scale can mean the equivalent of the psychological benefits associated with a 40% wage increase.