Best Practice Report

Gaining Clarity: Brand Communications Vs. The Demand Center

January 1st, 2018

Summary

Although brand, communications, and demand center teams can act as centralized shared services or centers of excellence, they have different areas of focus. Marketing leaders must ensure that these teams have clear charters that complement each other rather than overlap. Content is a particularly contentious area, requiring clear and differentiated role definition for each team. This report helps marketing leaders clarify the roles of brand, communications, and the demand center. It also pinpoints the most common problem areas between the two and provides ways for the team leaders to collaborate to address these concerns.

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