For The Culture Chapter 2

Business leaders who are grounded in their personal beliefs not only shape the ideologies of an organization but it is those core beliefs that run an organization. The day-to-day life of employees can be dictated by the core beliefs of the organization's leaders. The narrative that a company's CEO follows and how they view the world will likely reflect on how the company operates. How employees interact with each other, who is hired, and what credentials are considered, a company leader would likely hire people with ideologies and values that align with their own. The makeup of a company will then align with its leader's values. Logically, then, the brand created around the company will likely identify with those same values. How a company treats its employees and the broader culture ultimately is tied to its belief system, which is connected to its brand identity. In turn, the beliefs and values that are reflected in a company's actions are perceived and judged by the public through its brand. Brands can influence consumers' behavior beyond simply listening to music or purchasing shoes. They influence how people interact, the language they use, how they form friendships, and much more. These ideologies and Brand choices can also influence cultures and other brands to follow suit in trend formation.