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2. Company Ideology
Represents the heart of the company culture, its Noble Purpose and Values.
Any positioning effort should start from ideology, ensuring that the brand promises will be understood, accepted and delivered by organization in touchpoints interaction.
Therefore, marketing is the expression of the culture and its ideology in exterior, while HR is its expression in interior.
Noble Purpose describes why the company exists for its customers, inspiring and giving energy to the people inside to transform the world outside.
Values state the principles how people should behave. These are the rules of “how the things work in the organization”, the way people are hired, fired of promoted.