Living the Brand: How to Transform Every Member of Your Organization into a Brand Champion

by NicholasInd (Author)

• New

  Hardcover
  2007

  $40.58

  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[registered] publication. To offset the carbon dioxide emissions generated in the book's production, native trees have been planted with Future Forests.

• Used

  Hardcover
  2001

  $4.34

  A company's workforce is its most valuable asset. It is the employees who translate an organization's strategy into reality, interact with consumers and determine the corporate brand. Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This can be achieved by building meaning, purpose and values into the organization to foster a culture of enthusiastic employee participation. This practical book is about how organizations can empower and enthuse their employees to create brand champions . The themes of the text are: employees flourish in organizations where they identify with the brand; organizations flourish when the brand has relevance and creates meaning; purpose and values are not created - they exist; the issue is how well they are articulated and embedded; brand clarity creates freedom; brands come to life when the boundaries between the internal and external blur; stories and myths are important for sustaining brands; living the brand requires imagination. With the use of original international case studies, Nicholas Ind discusses the insights and problems of articulating and then delivering brands through people. The book examines the nature of branding and why people have become such important definers of the brand. The conclusion being that both organizations and people need values - it is essential to their well-being and sense of worth.