Marketers must now "walk the walk" to deliver the brand promise. Often internal branding is necessary to make sure that all employees assist in meeting the brand promise.

Question

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As customers become more savvy about the brands they use, marketers must ensure that their company delivers on the brand promise. This means that not only do they have to "talk the talk" in terms of marketing and advertising, but they must also ensure that all employees are on board and delivering the brand promise in their day-to-day interactions with customers. This often requires internal branding efforts to ensure that employees understand the brand promise and know how to deliver it consistently.

Marketers Must Now "Walk the Walk" to Deliver the Brand