Christopher sits down with Yanique Grant, host of the Navigating the Customer Experience podcast, to talk about how companies can achieve brand alignment, from the inside out. They discuss the importance of knowing what your brand story is and internalizing it first. Chris explains what brand dilution is – the gap between what is promised throug external marketing and what the customer actually experiences – and how companies can combat it. Customer experience is an area that needs tremendous investment and starts with engaging frontline teams in new and exciting ways. Listen to the full episode here.