One of the reasons why I always dig Bud Caddell's stuff is that he's a "culture guy" who comes from business. There's not much "fuzzy-bunny" thinking with him. This article on strategy and culture post-Covid is a longer read, but there are layers to consider. One it can help you see how own business might respond. Two, it might give you ideas on how to embed your brand into your evolving culture. Three, how can you evolve your own employer branding function, treating it like an independent consulting service within your company.

“The analysis reveals that there is no correlation between the cultural values a company emphasizes in its published statements and how well the company lives up to those values in the eyes of employees. All of the correlations between official and actual values were very weak, and four of the nine — collaboration, customer orientation, execution, and diversity — were negatively correlated.” Ouch.