Overview

Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand. Living the Brand demonstrates how you can empower and enthuse your employees to create ""brand champions"". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals. This practical, inspirational book shows you that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand has relevance and creates meaning. Using original international case studies, such as IBM, SAS Airlines, UNICEF, Apple and Nike, Living the Brand shows you how to make this happen, through research, training, communication, management and review. It examines the nature of branding and why people have become such important definers of their brand. Living the Brand is a CarbonNeutral® publication. To offset the carbon dioxide emissions generated in the book's production, native trees have been planted with Future Forests.

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9780749450830

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Reviews

essential reading...contains some powerful insights. call centre focus a bible of the 'employee-centric' approach... fascinating stuff. infomatics this is a timely book because the issue of how to define brands and bring them to life is at the heart of our age. as this readable book argues, if organizations are to maximize the full intellectual capital at their disposal and deliver excellent service, they need to engage employees with their ideals. marketing includes the most memorable case to date on living the brand. chris macrae, author of the brand chartering handbook living the brand offers some exciting reading. brand news living the brand is a useful guide to help you achieve this objective, to create a business 'brand' which people will feel more proud of, more committed to and therefore want to be associated with marketing (ireland) jan 2008

Author Information

Nicholas Ind is a partner in Equilibrium Consulting. He has worked on projects for Manpower, British Council, Ford of Europe, The Economist Group, TNS, Telenor and Unicef. He is on the advisory board of Corporate Reputation Review, the editorial board of the Journal of Brand Management, and is an Industrial Fellow at Kingston University, UK. He teaches on branding and communication at Stockholm University, the Nordic Brand Academy and BI-Oslo. He is the editor of Beyond Branding (also Kogan Page).

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