Tips from Two Experts

• Devise a coherent brand image. “All channels should have the same look and feel,” Green continued. “You should have a thread of imagery that spans all channels.”

• Get your team to understand that the real goal is to boost overall corporate sales, not just sales in individual channels. “Your customers view you seamlessly as one brand,” Miller noted. “Your employees should, too. Reiterate to them that it’s the team effort that counts.”