Why business silos are death to brands

Shopping is a primary activity for people who are on vacation, so I think we could argue that many retail brands should really be about entertainment.  With that in mind ever wonder why you might see a great print or TV ad – clever, witty, entertaining, and maybe even bold - and then when you go to the retail store or website to purchase the environment is nothing like the ad campaign that was created to get you there. The culprit? Brands are organized by function and don’t communicate with one another.

Many retail brands still do not get Brand 360 where the store or website is the greatest consumer touch point.   Sure stores can succeed with good customer service (efficient, helpful) but what about the way the store/website looks and feels?  Why not link your brand marketing to the store?  Even a few bold graphics could make a tie in.  My belief is that business silos may be an efficient way for a business to organize but silos don’t care at all about the customer and are “death” to a fully actualized brand experience.