In my earlier articles from the ‘Brands in the Boardroom’ series, I advocated that within the higher layers of organisations more attention should be paid to the business, financial, and organisational sides of brand management. In my first article I’ve shared some tips on how brand managers can be heard in the boardroom, by focussing more on the ‘logic’ of branding instead of only the ‘magic’ (creative) behind the brand. For boards to make decisions on what, where, and how much to invest in the brand, it is key to understand the financial engineering around brands – which I talked about this in my second article. In the third article in the series I’ve shared my vision for the Future of Communications and Branding. In this fourth article, I’ll now dive deeper into why now is the time to unify brand architecture and operations.

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