Organizational culture. Every company claims to have one. And although it’s an initiative usually born in the human resources department, it often falls upon marketing to help creatively and consistently implement it. Rightfully so, given that the best organizational cultures intuitively intertwine with the external brand.
It’s like a chocolate-covered strawberry … you bite into the delicious chocolate coating and expect something delightfully complementary on the inside. This is why chocolate-covered lemons are a terrible idea.