For all brands, treating every touch point with the same care, the same attention to detail, and the same focus on value to customers is not only a tremendous challenge but also a big opportunity. Among other things, it means that everyone becomes a product manager. An insightful analysis in the McKinsey Quarterly, “We’re All Marketers Now,” argues that to create true pull and engage customers, companies must expand the grasp of marketing to all parts of its organization. The consultants compare this to the challenge many companies faced in the early days of the quality movement of the late ’70s, when quality control went from being an organizational unit to an integrated part of general management. In the same way, branding is changing from being the responsibility of a dedicated team to being the responsibility of everyone. As a result, McKinsey recommends smaller dedicated marketing teams with traditional marketing duties spread out over other departments.