"For much of the twentieth century, consumer markets were stable. Today, they are tumultuous, and you’re only as good as your last product."
Today, this isn't the case. So much information is flowing now that people can often easily see past the facade, see if a company is authentic or not, and share this will others. Thus the brand, facade, and boundaries of organizations are disappearing and people are seeing you for what you really are, your deeper culture and characteristics.
Because of this you really have to decide what kind of person and organization you want to be and live it through your actions, rather than just preaching it through your words.