From the course: Brand and Marketing Integration
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Cultural and process integration obstacles
From the course: Brand and Marketing Integration
Cultural and process integration obstacles
- The four types of integration, vertical, horizontal, internal, and external working together create the kind of lasting loyal customers and employees you see in some of the world's most iconic brands. Brands like Coca-Cola, Apple, and Disney have achieved a consistent brand message across the organization and customer touch points, but this is no accident. If integration was easy, everyone would be doing it. The truth is each type of integration presents challenges. I want to discuss these common challenges with you so you won't feel alone. The first challenge is when your company lacks a clear vision, purpose, or values. When this happens, your brand strategy is created and executed in a vacuum with no alignment to higher level company goals, so branded marketing efforts may feel standalone. Customers won't understand the relationship between the brand and the company. Employees won't be clear on their role to build…
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