Building Brand Alignment Internally and Externally with Christopher Wallace

December 16, 2019

christopher wallace on brand

“We’re the BASF of brand story. We don’t make it but we bring it life.” This analogy perfectly captures the inflection point where Christopher Wallace has built his business. InnerView helps marketing teams take the brand from the boardroom to the customers on the front line. This isn’t as easy as it might sound at first. We discussed all of this and more on this week’s episode of the On Brand podcast.

Enjoy This Episode Now

Christopher Wallace

Christopher Wallace is the Co-Founder and President of InnerView which is a marketing consulting firm that helps companies align their brand and product strategies with their customer-facing representatives.

Prior to InnerView, Mr. Wallace has had previous success as an entrepreneur in the sales consulting and coaching space. He has nearly 20 years of experience in sales, marketing, and corporate leadership. Chris’s primary professional focus is to help companies better align the strategies of the board room with their customer experience.

Episode Highlights

“We’re professional translators. We take what marketing is doing and deliver it to the customer.” InnerView has staked out an interesting position in the critical space between marketing who develops the brand strategy and sales and customer service who brings it to life.

“People are recognizing that this is something you have to get out ahead of.” I asked Christopher if InnerView was called in earlier in a brand launch or after a less than successful launch. He noted that previously, they were brought in more to clean things up. Lately, marketers have been proactively reaching out to them. “Marketers are recognizing that this is something you don’t want to fall down on.”

What brand has made Christopher smile recently? Recently he and his team were in Atlanta and used the Fairfield Inn near the airport as their base of operations. He had nothing but raves about the staff and experience. It also perfectly illustrated everything we’d talked about during the interview about brands being aligned from top to bottom.

To learn more, go and connect with Christopher on LinkedIn.

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand NowDiscover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!

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is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.