Purpose, Values & Principles.


Taken together, our Purpose, Values and Principles are the foundation for Cardinal Group Marketing unique culture.


Throughout our history of over 9 years, our business has grown and changed while these elements have endured and will continue to be passed down to generations of Cardinal Group Marketing people to come.


Our Purpose unifies us in a common cause and growth strategy of improving more consumers’ lives in small but meaningful ways each day. It inspires GoCGM people to make a positive contribution every day.


Our Values reflect the behaviors that shape the tone of how we work with each other and with our partners.

And Our Principles articulate Cardinal Group Marketing unique approach to conducting work every day.


Our Purpose


We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people and the communities in which we live and work to prosper.


Our Values


We always try to do the right thing.
We are honest and straightforward with each other.
We operate within the letter and spirit of the law.
We uphold the values and principles of GoCGM in every action and decision.
We are data-based and intellectually honest in advocating proposals, including recognizing risks.

We are all leaders in our area of responsibility, with a deep commitment to delivering leadership results.
We have a clear vision of where we are going.
We focus our resources to achieve leadership objectives and strategies.
We develop the capability to deliver our strategies and eliminate organizational barriers.

We accept personal accountability to meet our business needs, improve our systems and help others improve their effectiveness.
We all act like owners, treating the Company’s assets as our own and behaving with the Company’s long-term success in mind.

Passion for Winning
We are determined to be the best at doing what matters most.
We have a healthy dissatisfaction with the status quo.
We have a compelling desire to improve and to win in the marketplace.

We respect our GoCGM colleagues, customers, and consumers, and treat them as we want to be treated.
We have confidence in each other’s capabilities and intentions.
We believe that people work best when there is a foundation of trust.


Our Principles

We Show Respect for All Individuals
We believe that all individuals can and want to contribute to their fullest potential. We value differences. We inspire and enable people to achieve high expectations, standards and challenging goals. We are honest with people about their performance.

The Interests of the Company and the Individual Are Inseparable
We believe that doing what is right for the business with integrity will lead to mutual success for both the Company and the individual. Our quest for mutual success ties us together. We encourage stock ownership and ownership behavior.

We Are Strategically Focused in Our Work
We operate against clearly articulated and aligned objectives and strategies. We only do work and only ask for work that adds value to the business. We simplify, standardize and streamline our current work whenever possible.

Innovation is the Cornerstone of Our Success
We place great value on big, new consumer innovations.
We challenge convention and reinvent the way we do business to better win in the marketplace.

We Value Mastery
We believe it is the responsibility of all individuals to continually develop themselves and others.
We encourage and expect outstanding technical mastery and 
execution excellence.

We Seek to Be the Best
We strive to be the best in all areas of strategic importance to the Company.
We benchmark our performance rigorously versus the very best internally and externally.
We learn from both our successes and our failures.

We Are Externally Focused
We develop a superior understanding of consumers and their needs.
We create and deliver products, packaging, and concepts that build winning brand equities.
We develop close, mutually productive relationships with our customers and our suppliers.
We are good corporate citizens.
We incorporate sustainability into our products and operations. 

Mutual Interdependency is a Way of Life
We work together with confidence and trust across business units, functions, categories and geographies.
We take pride in results from reapplying others’ ideas.
We build superior relationships with all the parties who contribute to fulfilling our Corporate Purpose, including our customers and suppliers.