@ Mr. Sundheim &gt;...While I do agree that brand promises need to be fully integrated and infused into everything a company thinks and does, I do not agree that business leaders should drive the brand strategy and management... <i>...While brand strategy and management should be the rudder that steers the ship, I feel Marketers are best equipped to lead it as they have the best pulse on the consumer…not the business leaders.&lt; is a solution at all. It depends on the situation, the structure of the company, the capability to think strategic and problem solving, consumer orientated (a brand happens in the head of consumers) and the ability to involve (internal &amp; external decision makers).</i>