Corporate Religion

In the future, building strong market positions will be about building companies with a strong personality and corporate soul.
""I've previously said that the companies that are lasting are those that are authentic. If people believe they share values with a company, they will stay loyal to a brand. While many books deal with the specifics of either brand management, marketing, advertising, general management or value driven organizations - Corporate Religion is a compelling, very persuasive and very how-to lecture of how to grow brands from the heart". Howard Schultz, Starbucks Coffee