You've gotta love the game. To become really good, you need to live it and sleep it.
Your culture is your brand.
Just figure out what your personal values are then just make those the corporate values.
I believe that there's something interesting about anyone and everyone - you just have to figure out what that something is.
A great brand is a story that never stops unfolding.
Your personal core values define who you are, and a company's core values ultimately define the company's character and brand. For individuals, character is destiny. For organizations, culture is destiny.