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When Return On People Trumps Return On Investment, We Can Create 'Love Brands'
By: Emory Brown
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We’ve witnessed our economy crumble with the rebranding of the American working man and woman through a process called “outsourcing labor to foreign countries.”  Long gone are the days when “Made in America” meant truly “made in America.” Now our products and services are made with an American mindset, but not but by American hands.  
As a result, in this geographical repositioning of the American worker, many U.S. citizens have been forced to endure injustices. Why did this happen? When did we lose our priorities? When did American workers and American consumers stop being important to big brands? It all happened when return on investment became the excuse to neglect our moral foundation and helping those who’ve helped these corporations grow. It happened when a few businesspeople forgot a key spiritual principal! “Love your neighbor as you love thyself.”

“Where is the love?” Love for our fellow man. Did we stop building “Love Brands” like ones talked about in Kevin Roberts’ book Lovemarks? We need refinement in our ideals as they relate to supporting American working families and consumers. Some CEOs and Boards of Directors have been drawn away from the ideal of equal empowerment for stockholders and the brand loyalists who contribute to annual earnings. We don’t just need Chief Executive Officers, we need Chief Ethics Officers; savvy executives who live to embrace the corporate and social implications of business with the humility of a faithful servant dedicated to all inside and outside the C-suite.

In the book God Is My CEO, the key takeaway is that we as corporate stewards should always seek the advice of God and do what is righteous and good for all parties involved. We must always remember that our workers have families. We must always remember that our employees contribute to the organization’s overall success. We must not cast our employees away without regard. We must not mistreat our customers. We must remember that God graciously allows us to perform the tasks in our daily lives.

For as it is written, “Don’t ye know that ye are temples of God and the Spirit of God dwells in you?” Therefore, as executives it is our responsibily to shine our light of love on all those we can reach within our organizations and greater communities. As the mission statement on the corporate headquarters of Chick-fil-A says, “Our mission is to glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A.”

Now, that’s showing love as a business in a Godly way that celebrates us. We the people…America! 


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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