Brand Engagement

Front Cover
Palgrave Macmillan, Jun 3, 2016 - Business & Economics - 221 pages

The branding landscape is dominated by the marketers, the promise makers the people who commission the neon lights and the funky adverts. In our consumer society brands have become an obsession. But an often forgotten fact is that the people who make or break brands are the employees, the promise guardians.

Traditionally employee and customer communication has been very similar ('we show them the adverts!'). There's very strong evidence to suggest that staff (who are also educated consumers) are starting to reject PR and spin-style communication within organisations. But still 80% of spending on brands within organisations is on the physical brand trappings with very little attention given to the cultural and behavioural dimensions. It will have to change.

The core hypothesis of this book is that individuals within organisations who are committed to winning the brand war should focus most of their time on ensuring that their people are authentically engaged with the brand. Neglect this area and risk brand disasters of the Barings scale or creeping brand death, a slow poisoning from within. Read Brand Engagement and find out how to make the most of your brand asset.

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Innovative, combines HR, Internal Comms and Marketing. Ahead of its time and an engaging and very useful read.

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Most inspirational book on brand I've seen to date. Truthful - just like successful brand.

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About the author (2016)

Ian P. Buckingham is a leading author in the fields of Employee Engagement and Brand Development. After a formative start to his career on the customer service front line, he has subsequently held a range of senior consultancy positions within the world's largest Marcomms business - Omnicom and beyond. He develops and delivers Organization Development and Change Strategies as well as Brand Development and Executive Development programs for a wide range of clients across sectors. Buckingham has a reputation as a forthright, iconoclastic critic of some of the more draconian and spin-oriented practices of the agency and corporate worlds. He is widely and frequently quoted in a range of HR and Marketing publications. He blogs for People Management magazine and is a member of the CIPR advisory board. Ian Buckingham is the founder of Bring Yourself 2 Work a consultancy of engagement specialists. He is a champion of the need for authenticity in communication and behavior between business owners, employees, colleagues and their customers, calling for greater coordination between the HR and Marketing functions for more effective brand management.