There’s an idea floating around that says, “Companies wanting to build a brand should just put a product ‘out there’ and let customers create their own brand story.” This is a bad idea – a lazy and dangerous fallacy. Is this what Apple does? Certainly not. Apple creates an elaborate brand narrative that engages customers. Customers don’t create Apple’s story, they intertwine Apple’s story with their own.
I have been fortunate to take part in many structured meetings where members of both sales and marketing teams come together to discuss their company’s directions surrounding marketing. I’ve observed that while both teams often agree on key marketing points in general, there are nearly always opportunities to improve alignment of priorities – and the teams – to help make marketing communications even stronger.