paign theme "To Prot b s ew beer, witn the cam- ect, To Pour. To Partake." NEW BELGIUM ETHICAL CULTURE , According to New Belgium, the company places great e importance on the ethical culture of the brand. The n company is aware that if it embraces citizenship in e the communities it serves, it can forge enduring bonds t with customers. More than ever before, what a brand says and what a company does must be synchronized. NBB believes that as the mandate for corporate social responsibility gains momentum, business managers th must realize that business ethics is not so much about al It, the installation of compliance codes and standards as it is about the spirit in which such codes and standards y are integrated. The modern-day brand steward-usually d's the most externally focused of the business manage- In ment team-must prepare to be the internal champion of of the bottom-line necessity for ethical, values-driven ng company behavior nt. At New Belgium, a synergy of brand and values occurred naturally because the firm's ethical culture (in the form of core values and beliefs) was in place long before NBB had a marketing department. Back in early 1991, when New Belgium was just a fledgling ith ate ign om