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

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Kogan Page Publishers, 2007 - Business & Economics - 200 pages
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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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Contents

1 Im genuinely feeling groovy
3
2 Living brands
15
3 Why people need vision and values
27
4 Why organizations need purpose and values
41
5 Defining the brand
71
6 Bringing the brand to life
105
stories and myths
137
8 Measuring success
155
9 Managing the brand
171
10 Conclusion
181
Index
187
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About the author (2007)

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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