The Brand and Organisational dilemma.

Alignment of internal and external commitment to the brand is often weak. Marketing and branding managers focus their strategies on the customer. In general, employees are usually the last to know about the latest marketing campaign or have not been appropriately trained in the brand values. Leading brands (and our clients) come to understand that an internal culture supportive of the brand strategy has a far better chance of delivering a consistent yet differentiated experiences. Human Resources are tasked with managing the employee life cycle and administering employee benefits often in isolation to marketing strategies. Consequently, building a chasm between the internal values and brand values. Both need to be aligned in order to shape the organisation’s culture and embed the core brand purpose.