In the US, where I'm from at least, every single mofo would look at that and say the same thing about it being a Venn Diagram. Everyone.
That's pretty awesome. Even if it I had no idea what that particular diagram was, it still looks like they're distancing themselves from...
the values; it still looks like they're saying in one bubble "these are good qualities!" and then there's another bubble that has "our values" place outside of it...."Well, these are our values, which are not Trust, Partnership, Innovation and Performance". I think almost anyone would look at that and think something similar. I don't know how you couldn't...what other way is there to look at it? Absolutely horrible marketing.
Foolish publicity peeps...your face, you have fallen on.