In the first of two whitepapers
, "Give Them Something to Believe in: The Value of Brand Culture," the folks at ID Branding in Portland, Ore., argue that "executive leadership must realize that branding is no longer the province of the marketing department." Rather, brands "must operate much like a culture," they write. "This is the opposite of manufacturing a series of external brand images in the hopes that one of them will eventually be attractive to the target audience." This, and only this, will "unite employees" and "engage consumers" beyond mere brand preference and brand loyalty.