Chapter 3. The brand is not owned by marketing; everyone owns it

One of the most common mistakes in business is assuming that the brand is owned by marketing. Marketing owns the brand because they develop it through their advertising, or promotions, or logo work, or merchandising, right? Wrong. Marketing is the quarterback, calling the plays for the brand, but every person and every department is crucial to the brand’s success.

A brand is built through consistency over time. That consistency is never delivered by just one person or one team of people. Consistency is delivered by all those in the company. The experience that the sales representative provides to a customer should be consistent with the brand message. The way the CEO speaks to Wall ...

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