Question: 1. Why is internal alignment among all stakeholders necessary before creating an exter- nal brand? What are the risks of moving too quickly to

1. Why is internal alignment among all stakeholders necessary before creating an

1. Why is internal alignment among all stakeholders necessary before creating an exter- nal brand? What are the risks of moving too quickly to create an integrated brand without having internal alignment? 2. How can a unified, consistent, "brand experience" be created for thousands of employ- ees working across dozens of states and locations?

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