Courageous Definitions

COURAGE. Derived from the Latin ‘cor,’ or heart, to Andy courage is a deep commitment to be authentic and true—as an individual or part of a group, for a single action or a long term objective. To be transparent, to never waver in your determination to follow what you believe and to make a courageous social contribution to the world around you.  

BRAND. A brand is the emotional heart, or COR, of a business, product or service. It is the promise made to your customers, staff and stakeholders by your organization, product or service to deliver a distinctive, authentic and emotionally charged experience. To create a sense of belonging. Without the heart of an authentic brand an organization has no identity but the price of its offering.

BRAND COURAGE. The next frontier of the brand promise goes beyond the customer experience and evolves the brand to authentically give back to the world around it. The new leaders of tomorrow’s genuine brands have the courage to prioritize social, environmental and community involvement in the COR of their brand and realize that it doesn’t need to come at the expense of financial success. 

I encourage you to get at the heart of your business and build a courageous brand.
COURAGEOUS values >>