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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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23. Truth #4: Break Down Silos

Organizational silos inhibit the brand’s ability to deliver integrated customer-perceived Trustworthy Brand Value leading to enduring profitable growth. Silos are a hindrance to brand growth and governance. Silos are insidious when it comes to brand and corporate collaboration. People can hide from taking responsibility when they work within the silos. Silos are bad for business and bad for brands. In a world where sharing and integration are powerful forces, the silo mentality creates segregation and selfishness.

It is possible to avoid the silo mentality, but it takes a strong desire among the company’s leadership to make this happen. There is a new book on silos that discusses how Facebook purposely organized ...

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