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  1. Love the article Scott. I couldn’t agree more. One thing in particular that stuck out to me personally and will be of great help in the future. “The brand, therefore, becomes a foundational piece of the organization’s business decision making process—guiding the organization from a business perspective allowing the brand to fulfill its role. In the end, this approach to brand becomes a c-suite initiative by positively affecting the bottom line versus a marketing function, often viewed as an expense or liability.”

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