Why is internal branding so important?

 I believe when you skip internal branding, your external campaign is almost bound to fail.  I could write a very long blog about this but I found an article (an oldie but goodie) that describes my exact feelings on the topics.  

Check it out here: http://www.forbes.com/sites/onmarketing/2013/04/09/how-starbucks-walmart-and-ibm-launch-brands-internally-and-what-you-can-learn-from-them/#62252df21355