Qi conceives of a brand as an overarching “value system” – the very “essence” of an offering, it’s “DNA”, or ideology, that aligns the mission and vision and values of an organization and determines its overall strategy and direction.

Organizations, like brands, are in effect  “Values Systems.”

There is consequently nothing more important for an organization than to ensure that its Values are clearly articulated and appreciated, and that all staff are aligned to the organization’s Value System.


Let us help you improve your organizations health and profitability, by examining and measuring alignment to your organizational Value System