A recent survey of marketing leaders by Brandworkz and CIM discovered that marketers believe brand identity isn't necessarily understood within their organisations. Sometimes, they think, even senior leaders don't understand their brand's strategic role, value or potential. Without ensuring key these internal elements are in place throughout the organisation, and thoroughly understood, then the external brand will not achieve the success marketers are aiming for.
only 53% of respondents said their organization had internal-external brand alignment, and only 37% believe all employees understand how they can deliver the brand promise to the customer.
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