A study by Mercer Consulting demonstrates the measurable benefits of improving an organization’s Brand Integrity though integrated adjustments to Brand Strategy (Setting Expectations) and Corporate Strategy/ Operations (Experience Delivery).
One of Brand Integrity’s central premises is that brand and business strategy must be aligned. Studies have shown that isolated improvements to business operations or to brand, result in only minor margin gains.
However, coordinated activities in both spheres have been shown to lead to higher margins, increased top-line growth, and a stronger market position. Brand Integrity, when applied to the customer journey, can help organizations see significant results.