'Brand to demand' is a popular aphorism of the way that marketing teams should work, but behind it lies a complexity of how you plan, prioritise and execute marketing across teams, functions, specialisms and channels. It implies a hand-off from one team to another, whereas from a customer's perspective they simply see an organisation that speaks with one voice or many. True connection of brand to demand is as much about how you work as the work you do.

Track: Authenticity and Brand