Creating and maintaining a strong brand is critical for successful companies. But the degree to which your company - your entire company - evangelizes and embodies that brand is also critical.
Think about your own company, your mission, and your brand promise. Is your brand promise consistent across all of your marketing communications? Good start. Is it embodied in your products? Better.
Do your employees live it? Every day? In everything they do? Is your brand embedded
in your company's DNA?
No brand manager can do that work at his or her desk. Your brand has to be something the entire company lives and dies by.
