Communicated brand values remains beautiful words unless translated into real action. Actions that in turn can be communicated around thus helping to shape and build the brand with a constant flux of rich stories across channels and medium.
Whilst somewhat explored, most industries are lacking digital knowledge and execution but more precisely how to integrate it across the business. Training of people is key, not doing the same things differently.
Brands across all industries face the same challenge, the shift from investing in paid media to investing in in-house content production. Brands will need to invest in marketing people with hard skills for rich media content production. I can’t think of any industry, government or organisation that’s an exemption.
Neither is yours.