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What your marketing team needs to win

When we develop a brand, it’s generally handed over to an organisation’s marketing team, who become full-time custodians of the new brand. But as Stephan Gans (Interbrand Chief Strategy Officer, North America) writes, it can be very hard to ensure they’re properly equipped to manage a brand.

To check out Stephan’s guide for ensuring engagement with (and traction for) your brand within your marketing team (based on Maslow’s Heirarchy of Needs), click here.