The long-standing question of brand ownership within organizations is once again in the spotlight, thanks to compelling insights from Tolu Adedeji, a respected marketing and commercial leader at Labatt Breweries of Canada.

In a recent reflection shared with her professional network, she emphasized that while marketing often holds the title of brand custodian, true brand stewardship is a shared responsibility that spans multiple departments.

She drew from her experience navigating cross-functional dynamics to illustrate how collaboration strengthens brand integrity.

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The marketing expert recalled a particular moment when a sales team, driven by commercial targets, proposed an off-equity promotion to boost volume. Although their intentions were sound, her brand team had to step in to safeguard long-term brand equity.
“Marketing is indeed the brand’s guardian,” she wrote, “but everyone in the organization plays a role in shaping how that brand is perceived.”

Her message sheds light on the influential role of sales teams, often at the frontline of customer interaction, whether in open markets, local convenience outlets, or large retail chains. These teams, she noted, directly affect how the brand is experienced in trade and must remain aligned with its strategic positioning.

Also Read:My Marketing Management Odyssey, Tolulope Adedeji

The senior strategist also pointed out that while marketing crafts the narrative and visual identity, operational and commercial alignment is what brings that vision to life across real-world touch-points.

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