Binding Up Brand in Silos

Don E. Schultz, professor emeritus-in-service of integrated marketing communications (IMC) at the Medill School of Journalism, Northwestern University, is also president of the Agora Inc. consulting firm in Evanston, IL.

Summary

Don E. Schultz discusses his problem with the brand title proliferation. He says his actual problem is from the organizational structure these titles represent. For the most part, they clearly signal the brand is located in some sort of organizational silo. It also seems to say that many of these brand functionaries are located at the headquarters level. But in Schultz's opinion they seem too-often isolated and distant from the rest of the organization.

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