What is Brand Alignment?
Christopher Wallace, President, InnerView Group
Brand alignment is the effort to ensure every single connection your customer has with your company is consistent. Each interaction, whether digital or face to face, should reflect one story. That does not mean every single message is the same, but each message on its own will reinforce the core story. Brand alignment is not easy to achieve, especially in a world where marketing is becoming more complex. According to recent CMO Brand Strategy survey Gartner conducted, this challenge around