Your company’s image is its brand, and so the brand becomes the embodiment of the features and benefits of the company itself. To lay a strong foundation communicating your company’s value proposition internally and externally, you must ensure your brand foundation is solidly in place. By defining the key elements supporting your brand you can ensure your brand is differentiated from others in the market.
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Bridging the Gap
If you think of yourself as a Marketing or Sales professional, then you likely have direct experience navigating the chasm that can exist between the Marketing & Sales teams. Even though both teams are working to achieve revenue goals and company growth, Marketing & Sales have very different approaches. The difference in these approaches is equal to the gap or chasm between the two sides.