Brand and Marketing Integration

Learn how to leverage the four types of brand and marketing integration—vertical, horizontal, external, and internal—to successfully reach all of your stakeholders.

Introduction

• The importance of integration

1. Integration Fundamentals

• How to define integration
• Reasons to invest in integration
• Four types of integration

2. Vertical Integration

• How to integrate vertically
• Relationship to brand and marketing
• How to create a vertical framework

3. Horizontal Integration

• How to integrate horizontally
• Barriers to overcome
• Create an integration-driven organization

4. External Integration

• External integration and the customer
• Use the decision journey
• Learn from world-class marketers

5. Internal Integration

• How to create one brand
• Leverage employees
• Engage employees

6. Integration Process

• Cultural and process integration obstacles
• How to overcome these barriers
• Develop a process