Lakshmi Taneja
Member since October 2016Contact Lakshmi- Senior Planner iris Worldwide
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- Selling Your Story: Bringing Internal Stakeholders On Board in
Marketing: CPG on
10/17/2016
Over the past few months, Emily Canan wrote in this space about the importance of creating a strong brand story in an age of cluttered and sophisticated messaging, and how to reimagine your mission for greater impact and differentiation. Once you've achieved this, you'll need support from your internal stakeholders to carry your brand vision forward. Some companies have taken this to the next level. At Nike, for example, a number of senior executives hold an additional "corporate storyteller" title, tasked with communicating brand slogans such as "Just Do It" to internally reinforce their ad campaigns. Here are a few pointers to help get everyone on board.
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