Challenge 1:
Divide between brand and trade marketing
Focusing resources and aligning brand and trade strategies are essentials for success in the market.
However, in many organizations, a pervasive divide between brand marketing and trade marketing can be diagnosed by looking at how the two structure elements are:
 creating their strategies,
operating internally and externally,
measuring their performance, and
sharing their knowledge.
Evaluating coherence and consistency of brand behaviour across communication channels provides sometimes quite liberating insights.
Growing investments in retail communications compound the issue.
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