Igniting a brand promise requires a culture that walks, talks, sells, plans, hires, trains and functions with a unified commitment to delivering that promise. When an organization aligns behind its promise, it can move forward quickly and powerfully. Change can happen easier and faster, and loyalty is strong amongst customers and employees.

Internal-external brand alignment is the practice of eliminating the disconnects and distractions that can so easily breakdown delivery of your customer promise. It involves communication, education and ongoing engagement with your teams. It refocuses a company on what matters most – igniting and delivering the brand promise. Every customer, every time.

Explore our blog posts and position papers to learn more about internal-external brand alignment and how it can contribute to igniting your brand promise.

Our Position Papers

Be sure to download our position papers for an in-depth look at topics that can fuel your organization’s brand alignment journey. Learn More...

Recent Blog Posts


Marketing vs. Service: Bridging the Gap

We have all experienced it. A slick new marketing campaign peaks our interest in a product or service. It’s usually a bold promise about what we can expect if we purchase aRead More...
By : Kurt Kennedy | Jul 4, 2016

The Power of the Signature Customer Experience

When you walk into a Safeway grocery store and are invited to use a custom shopping app to enjoy extra savings at the checkout line, and are then personally handed the receiptRead More...
By : Kurt Kennedy | Jun 6, 2016

Getting Real About Culture: Five Truths to Consider

Culture. It’s one of those buzzwords that gets thrown around regularly at organizations of all sizes. Most leaders acknowledge that a strong culture can mean the difference between outstanding and mediocre results,Read More...
By : Alice Wright | Jun 1, 2016

How Agile Organizations Embrace Change

Humans are wired to resist change. Generally we’d much rather maintain the status quo than undergo a change – even if it offers new opportunity and possibility. In today’s business world, changeRead More...
By : Alice Wright | May 4, 2016

How to Build Customer Loyalty through Moments of Surprise and Delight

When you’re a customer, it’s fun to be surprised and delighted by an experience that’s been personalized just for you. Maybe it’s your favorite deli that remembers you don’t like mustard onRead More...
By : Alice Wright | Apr 6, 2016

Who Owns the Employment Brand and Employee Value Proposition?

Creating an effective employee value proposition (EVP) and employment brand (EB) means making space for a lot of cooks in the kitchen. The EVP and EB require a special blend of expertiseRead More...
By : Alice Wright | Apr 5, 2016

How to Eliminate Silos in an Organization

“There are too many silos in our organization.” We often hear this from clients, and it seems to be the natural order of things in most large organizations. Lots of teams andRead More...
By : Alice Wright | Mar 4, 2016

The Difference Between Customer Service and Customer Experience

Customer service and customer experience are often used interchangeably. Every company wants to be known for great service and an engaging customer experience. Awards are given to service leaders, and service losersRead More...
By : Alice Wright | Feb 24, 2016

Creating a Message Architecture to Support Change Communication

Your company will be undergoing a transition, and you have important information to share throughout the organization. You have many layers of employees and a lot of details to communicate over theRead More...
By : Alice Wright | Feb 15, 2016

Empowering Employees to be in the Moment with Customers

No matter how well you set up service models and customer experience objectives, nothing beats creating a culture that empowers employees to truly be in the moment and react to the situationRead More...
By : Alice Wright | Feb 8, 2016
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