From the course: Brand and Marketing Integration
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Create an integration-driven organization
From the course: Brand and Marketing Integration
Create an integration-driven organization
- If your organization is like most, creating a horizontally integrated structure won't happen overnight. The reality is, in many cases, you need to reverse years of siloed habits. Overcoming roadblocks and barriers is a normal part of this process. Using the exercise file I've provided for you, you can start the process of overcoming these barriers by identifying your organization's strengths and weaknesses to reveal opportunities to become a more integrated organization. Let's walk through it together. Starting from the left, let's first identify the business objective we are trying to achieve. For example, it could be better engage with our customers to drive interest, purchase, loyalty, and advocacy. Moving to the right in capability strengths, identify your company's current strengths in that area. In this example, I'll say that our company has strong brand presence across all relevant social media channels such…
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