Inside Out Marketing is how a company and brand starts from marketing from within itself and how it is reflected to the external. Many companies make the mistake of not decisively stating who and what the core values of the company are, which confuses how the employees view the company, which results in inconsistent brand marketing practices to the target audience. By having inconsistent brand marketing practices, can cause long-lasting damage to a company, its morale and ultimately the brand equity.
Take a look at Apple, one of the best brand marketers of the 21st century. Review how Apple has consistent messages, not only in their marketing collateral, but also in the people that work at their retail stores. The messaging is quite clear that the employees drink the Koolade.