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BEYOND THE BRAND: WHY BUSINESS DECISION MAKERS BUY INTO STRONG CULTURES

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Culture has become the single most influential factor among business decision makers,

according to a global survey of 500 executives (director

level or above).

Fortune and gyro’s survey, “Beyond the Brand: Why Business Decision Makers Buy Into Strong Cultures,”

sought to find out whether a sense of purpose affects the way a company is perceived by its

corporate partners and the success, or otherwise, of its corporate relationships.

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The value of culture in attracting talent and creating internal alignment has been known for years. But our

research finds that the same attributes are equally likely to make a company desirable to

work with as to work for.

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IN B-TO-B, STRONG LONG-TERM

RELATIONSHIPS ARE MORE IMPORTANT THAN

ANYTHING ELSE

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62% OF THOSE WHO ARE GOOD AT DEVELOPING LONG-TERM RELATIONSHIPS VALUE KNOWING WHAT A COMPANY STANDS FOR

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Is knowing what a company stands for

More important than a reputation for innovation

More important than market dominance...

22%20%

59%

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70%CITE COMPANY REPUTATION

MOST INFLUENTIAL FACTORS TO BUILD TRUST

53%CITE COMPANY CULTURE

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SIX INGREDIENTS OF CORPORATE CULTUREVISION OR

MISSION STATEMENT

FOUNDING IDEA

VALUES

PRACTICES AND PROCESSES

NARRATIVE

PEOPLE

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“Dial up the soul of the business.”

- Christoph Becker, CEO+CCO, gyro

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SAY A COMPANY’S BIGGEST IDEA IS THE ONE UPON WHICH IT WAS BUILT 80%

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98% NEARLY ALL RESPONDENTS FEEL THAT MISSION STATEMENTS ARE BENEFICIAL

BUYING INTO THE IDEA OF A STRONG MISSION

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A sense of purpose.

At a time when trust and reputation are so highly valued yet in such short supply, companies have a responsibility to consider the

best ways to develop strong corporate cultures, which include:

And above all, authenticity.

Shared values and founding principles.

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To download the full report, please visit: gyro.com/beyondthebrand

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