There must be the thrust and drive within your company to ensure that marketing and branding is going in the right direction. And also given the right attention. Someone has to do it. Ideally it is the CEO. When the CEO puts focus on marketing and branding, you can be sure the company will be driven that way.
If marketing and branding is new to your company, this thrust and drive is what is needed to punch through the doubts and fears associated with doing new things.
Who’s providing the propulsion to your marketing thrust?