Strange Bedfellows

Smith, Jeff; Blomqvist, Kristiane
January 2005
Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p35
Companies are increasingly realizing that, for brand and business strategies to be aligned, the brand can no longer be driven solely by the activities of the marketing department. Delivering against the promises of a company's brand strategy requires every level of the organization to live the brand. Employees must not only accept these strategies, but actually change their behaviors and "walk the talk." However, integrating the brand into all facets of an organization does have its challenges.


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