Branding is not just a case of portraying an organisation’s image. The All Blacks are just not defined by uniform black shirts, shorts, socks and boots, but by living the core values that shape their brand.

So, what does the ‘Sonny Bill moment’ tell us? When Sonny Bill Williams gave his World Cup winners’ medal to a young fan, literally laid-out by a security guard after he’d jumped the barricades to try and join in post-match celebrations with his sporting heroes, it gave us a great example of the All Black’s core credo: ‘Better People Make Better All Blacks’.

It exudes the same humility that sees senior players taking responsibility to clean the team dressing room, or superstar Dan Carter happily performing the role of water-boy in certain games. It underlines their ‘no dickheads’ policy – that no one is bigger than the team – and the importance of whanau, or extended family. Finally, it reinforces the Maori notion of whackapapa, or leaving a legacy (‘leaving the jersey in a better place’) to honour those who went before and to be a role model to future generations.

Understanding this responsibility creates a compelling sense of higher purpose.

So, shouldn’t housebuilders look beyond today’s impressive sales figures and focus on the long game? What are their core values? How should they treat purchasers and other stakeholders in order to delight and differentiate?

Because not only do ‘better people make better All Blacks’ – they make better housebuilders too.