"Clearly no marketer, no matter how senior, can change the underlying dimensions of a company's culture all by him- or herself, but he or she performs a 159 great service by helping managers understand just how important that culture is to the company's ability to live the brand. By helping an organization's leaders examine their practices in hiring; cultural storytelling; job design, rewards, and incentives; and leadership, marketers can assist companies in better aligning their brand initiatives with their current organization. This requires marketers to work toward earning an influence far more strategic than they may have today. By uncovering and raising a discussion about the aspects of a company's culture that are unwittingly contradicting the new brand's values, the modern marketer helps to ensure that the brand comes alive inside the organization so that it comes alive outside of it, too." - Making the Brand Come Alive, Kellogg on Marketing 2nd edition

 

 If you are the Marketing Director for company "X" and the VP has suggested that they have had trouble getting internal partners to get excited about their new product - this would be an innovative biotech product (a personalized skin dna test  kit that focus on millennial audience).  List at least three things that you would do in order to "Make the Brand Come live Within Your Organization."  Note, the Brand is your product.