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 and inspirational book is about how organizations can empower and enthuse their employees to create brand champions . The themes of "Living the Brand" 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.
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"This book is essential reading...contains some powerful insights." CCF
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About the Author
Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and Strategy and Business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand (published by Kogan Page).
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0 of 1 people found the following review helpful:
5.0 out of 5 stars
Key to build a brand experience,
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This review is from: Living the Brand: How to Transform Every Member of Your Organization into a Brand Champion (Hardcover)
Excellent approach. Pragmatic, realistic and deep!... Institutional-focused more than business-centric, this book gives the keys to align people value agenda with the company aspirations
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organizations need purpose, brand idea, brand definition, brand champions, feeling groovy, living brands, brand valuation, brand vision Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Defining the Brand, New York, Bringing the Brand, Sustaining the Brand, Measuring Success, Harvard Business School Press, Van Riel, Moderna Museet, Yvon Chouinard, Random House Business Books, Greenpeace International, Kenneth Cole Productions, Nelson Farris, Business Review, Bill Bowerman, Company Inc, San Francisco, Managing the Brand, First Folio, Phil Knight, Midtown Manhattan, Erasmus University, Research International, Living the Brand Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
organizations need purpose, brand idea, brand definition, brand champions, feeling groovy, living brands, brand valuation, brand vision Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Defining the Brand, New York, Bringing the Brand, Sustaining the Brand, Measuring Success, Harvard Business School Press, Van Riel, Moderna Museet, Yvon Chouinard, Random House Business Books, Greenpeace International, Kenneth Cole Productions, Nelson Farris, Business Review, Bill Bowerman, Company Inc, San Francisco, Managing the Brand, First Folio, Phil Knight, Midtown Manhattan, Erasmus University, Research International, Living the Brand Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
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