A couple of years ago, I listened to Blake Irving, CEO of GoDaddy, talk about the importance of having a single brand that customers, candidates, and employees can identify with. There’s definitely a business advantage to doing so, especially when you consider the resources needed to create and maintain a brand. While the message sounds simple, have one brand – it’s really not that easy to do.
Creating a single unified brand involves a strategic partnership between human resources, marketing, and communications. That’s not to say the HR and marketing functions are at odds with each other. Both functions