Your brand is guaranteed to go through changes in 2020. You’ll launch new products or services, new campaigns or new promotions in the new year. You might even unveil a brand makeover or acquire another company. No matter what form that change takes, you will ask your customers to embrace new messages and new promises. While most of these are exciting (if not a little daunting) initiatives, it can be hard to manage the change and maintain the overall consistency of your brand. The good news is we are here to help. Our new field guide – Activation 2020: A Marketer’s Guide to Driving Internal Brand Alignment – was created to assist marketers as they lead all their key internal audiences through a variety of brand-related initiatives in the year ahead.
Most launches don’t go perfectly the first time. Just ask Elon Musk. This is true for most companies as they