How Starbucks, Walmart And IBM Launch Brands Internally And What You Can Learn From Them
April 11, 2013 Leave a comment
Thanks to connected media, companies have now started doing what they should have done a long time back. A continued gap between the brand positioning and the product/service perception will only lead to a trust deficit which will be very difficult to rebuild once few incidents go viral.
Its critical for companies to build ecosystems of supporters and critiques in order to have a sustainable growth story. Days of pure external marketing are over: one must focus on real internal change to impact external benefits, though it takes time to do it, it has a better success rate in the era of an empowered employee/customer with a digital voice.