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JEDI Needs to be Integrated into the Brand

I often ask CMOs, Marketers, Brand Strategists, etc.

“Does the long-term strategy of your brand integrate inclusion?”

The answer is almost always a resounding yes.

However, whenever I ask:

“Are your organization’s vision, mission, and values statements aligned and affiliated with your JEDI goals/statements?”

The same people that answer “yes” above, will answer this question “no”.

To me, this speaks volumes to a) how difficult it is to manage a brand, and b) how a brand cannot be separated from JEDI , yet it often is.

When inclusive marketing is at its very best, it’s when JEDI is integrated into the brand at its deepest levels. Otherwise, it’s often an uphill climb with no end in sight.

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