HomeResearch Articles The Pulse: The Expanding Role of Brand and Communications

The Pulse: The Expanding Role of Brand and Communications

  • The role of brand and communications is becoming more strategic and broader in scope
  • Brand and communications teams often struggle to justify resources because they cannot measure the value they bring to the business
  • Brand leaders must balance the need to drive reputation programs as part of revenue-generating campaigns and the need to build long-term brand equity
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