Observation: ‘Branding people’ often put too much weight on the importance of brand identity and not enough on the efforts needed to build a brand over time (e.g. campaigns, content, events, …). On the other hand, ‘marketing people’ are often underestimating the importance of brand identity elements and focussing to much on short term performance. It would be great if there is more collaboration between both sides but I think it’s hard because a lot of times, these people sit in different agencies or departments. How can we remove these silo’s?