Walk the talk
“Advertising is sexy, PR is influential, and design is uplifting; but it’s the substance of what you do that matters most”.
(Nicholas Ind and Majken Schultz in Booz Allen’s Strategy+Business, 26 June 2010).
Organizations, you need to get on board with this if you aren’t already. Branding is about the whole organization and its stakeholders, not the campaigns and the marketing department.