ensure the marketing department plays its role in culture development This is the sixth in a series of ten articles addressing the brand – culture continuum, the direct and inevitable link between a business’s brand and its culture. The brand reflects the culture, and the culture determines the brand. Culture, not advertising, creates a sustainable […]

ensure the marketing department plays its role in culture development This is the sixth in a series of ten articles addressing the brand – culture continuum, the direct and inevitable link between a business’s brand and its culture. The brand reflects the culture, and the culture determines the brand. Culture, not advertising, creates a sustainable brand. Research conducted and reported by Spencer Stuart asked executives about the ‘role of culture in enabling the brand experience’ and found as follows: Very influential – 60% Somewhat influential – 30% Neutral – 6% Not very influential – 3% Not at all influential – 1% The same study looked at the influence of the marketing team culture in shaping the brand experience and found that 95% of executives believe that the CMO should play an active role in shaping organisational culture, and 82% say they have experienced friction between the marketing function’s culture and…