Marketers often face the challenge of inconsistent brand messaging across their organization, leading to confusion and lost credibility. While strategic narratives may appear sound in presentations, internal teams often interpret them differently, causing misalignment. To combat this, marketers should analyze the scope of the problem, conduct hallway tests with employees, and recognize the costs associated with mixed messages. Consistency must permeate every communication to ensure that the brand message resonates, requiring marketers to actively advocate for and enforce the messaging across all channels.
Ultimately, marketers are responsible for keeping the company on track. They need to bang the messaging drum continuously.
If the marketing message is falling apart, signs include multiple slide versions and rogue storytelling that disorients customers.
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