Learn how to leverage the four types of brand and marketing integration—vertical, horizontal, external, and internal—to successfully reach all of your stakeholders.
- Why are some brands more successful than others? Lots of reasons, but one of the key reasons is that they're fully integrated. Now integration means different things to different people. When you hear marketers talk about integration usually they mean customer or external marketing, but that's just one piece of the puzzle. Hi, I'm Dina Shapiro, and we're going to talk about a better way to integrate your brand and marketing. I've worked at top global ad agencies and at Fortune 500 companies integrating global iconic brands, and now I want to share my knowledge and experience with you about a new way to integrate.
In this course, we'll definitely discuss external customer marketing, but we'll also talk about three other really important types of integration including vertical integration which is aligning your brand with your company vision, mission, purpose and values, horizontal integration which is aligning your marketing strategy, capabilities, and organizational structure, and last but not least, internal integration which is training employees to become brand ambassadors.
By the end, you'll think about integration in a whole new way that encompasses all internal and external stakeholders and touchpoints. Let's get started.
- Thinking about integration more holistically
- Investing in integration
- Integrating vertically to align with purpose, mission, and values
- Creating a vertical framework
- Integrating horizontally
- Integrating externally across all marketing communications touchpoints
- Learning from world-class marketers
- Integrating internally across employee communications
- Creating one brand
- Leveraging and engaging employees
- Overcoming cultural and process integration obstacles