This\xa0alignment between values and communication means one thing; the brand’s message is authentic and credible. Misalignment between a brand’s goal and behaviour can damage its reputation.

I’ve lived this experience firsthand, overseeing brand integration, managing cultural alignment and guiding the development of what I call a brand North Star.

SHANGHAI, May 15, 2025 (GLOBE NEWSWIRE) -- On May 12, the 2025 Brand Global Communication Conference was held in Shanghai, highlighting the theme of "Brands bring better future for the world ...