Articles / Brand / Recommended Reading

One Branding

One Branding: Uniting the Employer, Corporate, and Product Experience
Antonella Mei-Pochtler, Rainer Strack, Wiebke Sokolowski, Christopher Kanitz, and Manfred Dederl

BCG Perspectives | October 13, 2014

Every day, the digital world shines a spotlight on brand inconsistencies. Employees and potential recruits might get one impression online, customers and partners might have another experience, while investors and influencers might see an altogether different picture. The result is brand confusion or worse: brand conflict.

Consumers today, led by the digitally native Millennial generation (ages 18 to 34), expect much more from brands. They increasingly require a holistic and authentic experience across all the online and offline ways they interact with a company. When we surveyed them, Millennials reported that the number one way that brands can engage them is to have an “authentic purpose.”

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