He clearly feels completely bought into the mission and values of the company, and I imagine that what worked for him has also worked for thousands of other employees who are redefining the Club Med experience.
Traditionally, brand was essentially viewed as a communication and fundraising tool, but we found that a new paradigm was emerging where brand was increasingly being considered in a strategic way, fundamentally anchored in the mission and values of an organization and critical at every step in the theory of change of an organization.