What is ALIGNED branding?
ALIGNED branding refers to the synergy of experience and messaging when interacting with any aspect of a company.
Why is it important?
Does that mean that the custodians of the brand have no control?
What’s ALIGNED Branding got to do with purpose?
Why is it important for companies to have a social purpose and be seen as ethical?
What’s the role of employees and why are they important for creating true brand alignment?
Why is it important to not just do the right thing but go a step further and engage your customers and employees?
Sources: https://www.forbes.com/sites/micahsolomon/2018/05/03/for-small-business-week-all-about-millennial-consumers-and-millennial-friendly-customer-experiences/#7c7ce19e2f91 https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-dttl-2014-millennial-survey-report.pdf http://www.marketing-interactive.com/ceos-are-quickly-losing-the-trust-of-consumers-heres-why/
Liquid Leadership by Damian Hughes Gallup ‘The power of aligning consumers with your brand’, John H. Fleming, Dan Witters, and Amy Adkins, Aug 14 2014
http://www.gallup.com/businessjournal/163196/getting-employee-customer-encounter.aspx https://www.ft.com/content/b22933e0-b618-11e5-b147-e5e5bba42e51?mhq5j=e3