A marketing specialist says many firms are undermining their own campaigns by not making sure all of their staff understand the message the company is trying to get through. 

Paul Stewart who works for consultants TMI has co-authored a book, called "Branded Customer Service", on how to get  all a firm's marketing ducks in a row.

Stewart says the power of a brand can also be underrated and cites the Auckland District Health Board's aborted attempt to remove the long established Starship name from its Children's Hospital. 

Stewart says there is often a gap between marketing campaigns and the personal encounter which a customer has subsequently.