How CMOs Build Brands by Collaborating Across Silos
Harvard Business Review
MAY 31, 2011
Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system. In fact team building can be the primary objective. The five suggestions all have been shown to advance these objectives.
14 
Let's personalize your content