Communications and marketing leaders who successfully drive business impact are more likely to collaborate closely with the CEO, human resources (HR) and legal than their peers whose impact is less significant. When it comes to brand-building efforts, both teams collaborate with HR to develop internal and external messaging but communications leaders are more likely to consider employees’ attitudes and insights as a matter of course. The exception is when employees are leveraged as social media ambassadors, with marketing more likely to be heavily involved in such campaigns. The CMO+CCO Meter from The Conference Board offers insights that help clarify shifting roles and responsibilities around branding.
Corporate branding has evolved into a team sport engaging market
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