The Brand is not a strategy, but what you are. Brand starts in the recruitment process. Your people are your brand. Your Brand experience is defined in the moments customers interact with your own employees. Companies run by empathic communicative teams create the most enduring experiences. Your organizational culture is your destiny: how you treat your own employees shapes Brand experience. Companies that empower employees and create empathic cultures create positive experience. Toxic cultures produce toxic brand.
In Connection Economy everyone is a marketer by definition. Everyone has its own network (even TV network with the emergence of personal streaming app like Periscope) and talks about your brand every day. Your story, maybe built by your agency or related to your advertising, is just one of those stories about your brand, often the least important. Your company people are also marketer, often the most important one.