In almost any company or organization, each internal team has some level of belief that they are (in some way) superior. Most often, this isn’t malicious or intentional, but it is a reality. Humans want to believe that they are important. Professionals want to know that they are needed. The reality is that all humans and the professionals are different, so why should we measure them all the same? A short term return on a financial investment cannot be measured in the same way that a short term brand investment is. Successful companies need strong financials, but this cannot come at the expense of a company’s brand. The Marketing Week article below addresses the way in which marketing has become a short term game — the life of brand should be (hopefully) anything but a short term goal.