The problem for brands isn’t their marketing strategy — it’s their structure

▤ Summary

This article argues that many brands underperform because of broken organizational structure rather than weak marketing strategy. It says AI has changed how consumers discover brands, making silos between product, brand, performance, PR, and lifecycle teams more costly. The piece recommends shared accountability, earlier input from market insights into product development, and a single leader with authority across functions. It also notes that coherent organizational design can improve consistency, credibility, and partner opportunities.

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