Am I the only person who has seen absolutely no value whatsoever come from brand values? Perhaps they add value internally, but I personally have NEVER seen any clarity, simplicity, richness, help or stimulation come from knowing what a brand's particular values are. On the contrary, they have simply served to confuse, upset, complicate and terrify me, following me around like the grim fucking reaper of marketing wherever I work.
I feel shackled by values. I look at a list of 'values' - some nouns, some adjectives, some god knows what, all completely and utterly generic and conflicting - and feel the nausea rising up within. Come near me with your pointless words 'pioneering', 'reliable' and 'community' and I fear we will no longer be friends.