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

About this book

Your companys workforce is its most valuable asset. It is the employees who translate your organizations 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 books production native trees have been planted with Future Forests.