Encouraging X-functional brand ownership
Many organizations face the challenge of determining which department within a company actually owns the brand. However, this common struggle may be missing the point. Having senior leaders that support expanding brand responsibility across the organization (from the social media intern all the way to the C-Suite) helps to create a more collaborative work environment that will improve business productivity.
But how do you get to a place where multiple layers of your organization actually support this approach? At a minimum, it requires:
- Defining your brand in a way that encourages ownership across the company
- An understanding of how to facilitate deeper collaboration across functions
- A greater appreciation of the value of internal branding / ‘employee engagement’
To better understand the value of expanding brand responsibility and the best practices to facilitate it, the Council interviewed two of its members, Carrie Bendzsa and Patricia McQuillan, for their perspectives.
Podcast 1: Carrie Bendzsa, manager, brand communications, IBM Canada, describes specific principles and programs at her organization that reflect how they are encouraging joint ownership of the “Big Blue” corporate brand.
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Podcast 2: In our second interview, Patricia McQuillan, president and founder, Brand Matters, discusses macro trends regarding expanding branding responsibility and how they are impacting Canadian businesses.
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