Today, when bad news travels at the speed of a tweet, proper brand positioning is not just about consistency of message, it’s a matter of survival. But marketing also has a bigger role
to play: providing the glue that binds the company together around the brand promise.
Here are five ways to do it.
1) Represent the Voice of the Market
2) Synchronize the Customer Experience Across All Channels
3) Be the Brand Steward
4) Capitalize on Insights
5) Be an Integrator and Force Multiplier Across the Company