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.

Researchers test smart surfaces to improve wireless communication and localization. ScienceDaily. Retrieved June 2, 2025 from www.sciencedaily.com / releases / 2023 / 03 / 230303105239.htm.

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

More information: Yury Malevich et al, Very-large-scale reconfigurable intelligent surfaces for dynamic control of terahertz and millimeter waves, Nature Communications (2025). DOI: 10.1038/s41467 ...

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 ...