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Brand alignment: Getting it right
Kathleen Kindle | April 24, 2012
Lately I’ve been doing a lot of thinking about the process of brand alignment and how so many companies get it wrong. Often we see that aspects of brand alignment—loosely defined as educating employees about the company’s brand story and their role in bringing it to life—are either entirely ignored, or, at best, relegated to a small part of a new employee’s orientation program.
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