The Authentic Brand and Why Marketing and HR Should Partner

December 5, 2012 | By Mike Ryan

Long after legendary ad man David Ogilvy first suggested that a brand was synonymous with the personality and character of a business, marketing leaders continue to invest millions on building (and protecting) their brand profiles. This is not a misplaced effort by any means. A brand’s financial and reputational value, along with its influence on customer loyalty and purchasing patterns is one of its most valuable assets. But while businesses continue to allocate resources to the external marketplace—through advertising, pricing, packaging and other promotions—marketers have largely ignored initiatives aimed at the internal market; or more specifically programs that align employee behaviors with customer expectations.