I had a long talk to speaker and “Great Brands” author Denise Lee Yohn recently. There were many interesting points in our conversation, but one observation in particular stood out: marketers are failing to successfully articulate the role of brand to others in the organization. This is Denise’s thought: “Brand is the least likely suspect…

As important as making a unique and compelling brand promise is keeping that promise. It’s that simple. That’s where inside out branding comes in. The process of activating the brand promise with the help of an organizations’ greatest asset – its people. Bringing the brand promise to life at every point of customer contact begins…