Good brands
The practice of brands stands apart in the business world because brands have a strong moral dimension. Superficial brands ignore this dimension, but strong brands embrace it, and build it into competitive advantage.
For insight into the proactive dimension of the concept of “good” in business, I can think of no better place to begin than a recent essay by Paul Graham called Be Good.
Whether you’re working with for-profit or non-profit brands, this essay will help you envision a moral platform for your brand, inside and outside the company.