Achieving alignment is the goal of the strategic planning, branding, and communications of any business and brand.  To achieve brand clarity, there are two challenges each businesses must overcome.

The first challenge in aligning marketing and branding for clear communications is to create alignment between the business’ brand promise (what you believe you are and how you behave) and the consumer’s values (what they believe about your brand and how they expect you to behave).

The more you work...