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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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29. Truth #10: Institute Clear Accountability

The most controversial discussion at any company is job description. Early in our consulting work, a client asked us to write a marketing handbook. It took 72 versions before the senior team could agree to the content. Why? It had nothing to do with the content on marketing. It had everything to do with the way jobs were defined. Not only does job definition reflect status; it also reflects what you are accountable for in terms of management and leadership. When the manual was complete and agreed upon, the jobs of hundreds of senior and middle managers were clearly defined along with their revised responsibilities. Not everyone was happy.

Assignment of responsibility is a fascinating issue within ...

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