Impact of FMCG brands, on a companies culture.

This is an interesting article (based on a survey by Deloitte), on how company culture impacts on brand strategy, and brand strategy impacts back onto company culture.  I think we've known this in the service industries for a long time, but I wonder if we've thought enough about it in the consumer goods world?  And what's the impact on the trend towards temporary project teams and contractors, if living and knowing your brand deeply might lead to better growth and a more engaged workforce?  https://www.emotivebrand.com/company-culture/