#brand-consistency

The average B2B organization manages between 12 and 20 martech tools, yet fewer than 10 percent of brands sustain strong brand cohesiveness across their complete product and channel portfolios, according to [MarTech](https://martech.org/build-a-martech-stack-that-makes-it-easy-to-manage-your-brand/).

Marketing teams are advised to first develop a framework for brand equity using models such as David Aaker’s, which centers on loyalty, awareness, perceived quality, brand associations, and...

Most marketing teams have no shortage of tools. The average B2B organization manages between 12 and 20 martech tools. Yet maintaining brand consistency at scale remains a challenge, with fewer than 10 percent of brands sustaining strong brand cohesiveness across their complete product and channel portfolios.

The problem with most martech stacks is that those tools rarely work together in service of a single goal.

Most B2B organizations manage between 12 and 20 martech tools, yet fewer than 10 percent of brands sustain strong brand cohesiveness across product and channel portfolios, according to MarTech.

The guidance begins with a documented framework for brand equity drawn from David Aaker’s model of loyalty, awareness, perceived quality, brand associations, and proprietary assets.