Companies live or die based on their ability to communicate and deliver on the promise their brand makes to its customers. But if that message is varied, or added to, or even unknown by a single member of the team, the resulting inefficiency, conflict, and disengagement will cripple a company’s ability to provide value to its customers. reveals the blueprint for businesses of all types and sizes for creating a company culture where everyone is aligned to the vision and strategy behind the brand intention and responsible for living out the brand promise. You will learn how to: You can replace the tires on a car, but if you don’t fix the alignment, you still won’t drive straight. The same goes for your company. Nothing else matters until the entire organization is aligned.