Brand Alignment: The Complete How-To
Brand alignment is a simple way of saying: Harness the power of your whole company to deliver your brand promise in employee behavior, new product development, and sales and marketing efforts. In a Lindsay, Stone & Briggs survey of the leading branding practitioners in the nation, 89 percent of respondents rated brand alignment as a very critical issue for their company.
Respondents reported many reasons for this:
- Downsizing, mergers and acquisitions have unaligned lines of authority and responsibility, increased job stress and hindered hoped-for gains.
- The renewed emphasis on increased cycle time and speed to market. Things can move faster if everyone is focused on the same strategy and processes.
- Channel partner support and cooperation are marketing's great frontier. The thought of aligning them gives marketers hope for better relationships, less stress.
- The high cost of media and the fragmentation of media and messages. Need for media efficiency, message consistency and communications ROI as a result.
- Budgets are tighter. There is less tolerance for waste. Demand for financial performance is sky high. Alignment can boost efficiency and profitability.
For a whitepaper on how to "get your ducks in a row on brand alignment," based on the learning from 2002 Brandworks University® click here.
