Summary: Businesses large and small, can spend huge amounts of time and money labouring over creating the perfect brand and image. Too often they focus on their external branding with little regard for their internal branding. They are like the mechanic who spends hours tuning a high performance racing vehicle without any concern for putting in the correct fuel. Marketing consultant, change agent and director of Essence Communications Penny Burke discusses the importance of internal branding and forced focus during the latest episode of The Marketer's Podcast.
