Your brand doesn’t have a marketing problem

Companies rarely wake up one day and decide to tell an inconsistent story. More often, it happens over time as the business grows. New products get their own messaging. Sales teams refine presentations for different audiences. Acquisitions introduce new capabilities and ways of talking about them. Before long, every corner of the organization is communicating something that’s technically true, but collectively muddy. And those messages no longer add up to a clear picture of who the comp...