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The Brandful Workforce: How Employees Can Make, Not Break Your Brand Paperback – November 5, 2013
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About the Author
Julia Gometz is not the typical business writer. As the former head of employee engagement at JetBlue Airways, she is a results-oriented business leader with an appreciation for cutting-edge academic research. She is a great story-teller, integrating her personal quest for meaningful work into her success. During her eight years at JetBlue, her work was awarded by the Corporate Leadership Council for building a workforce of brand ambassadors. Gometz is a global thought leader and practitioner in people strategy; her focus is “How can employees best contribute to bottom-line business results?” She recently founded The Brandful® Workforce, a company that provides expertise to organizations on how a workforce can work “for” the brand, rather than “against” it. Gometz is not one to follow the crowd. She is a visionary and clears the path for others to embrace. Prior to JetBlue, Gometz held a ten-year career as a mediator (part of the time on Wall Street), helping individuals and organizations reach collaborative agreements. She mediated different types of disputes including, family, community and international. She was one of many volunteers selected to facilitate conversations among New York City residents following 9-11, regarding the future of the World Trade Center site. Prior to that she began her career in conflict resolution at The Carter Presidential Center of Emory University where she provided research on the ongoing conflicts in Mozambique and Angola. Ahead of her time, she was first trained as a mediator in 1991 at one of the first court-based mediation centers in the country. An expert in making people the top competitive advantage for any organization, she has collaborated with colleagues at Fortune 500 companies, as well as public and nonprofit organizations. Julia is an accomplished speaker engaging audiences internationally on the topic of people strategy. Julia received a B.A. in International Relations from Emory University and is fluent in both French and Spanish. She received her Master’s degree in Conflict Analysis and Resolution from George Mason University. Previously, she worked in Equity Research at Morgan Stanley. Julia serves on a few boards including Capital Analytics and is involved in Wharton’s Future of Advertising program. Gometz continues to be a brand ambassador for JetBlue, Morgan Stanley, George Mason University and Emory University. Follow Julia’s weekly blog on her website at www.brandfulworkforce.com
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Top customer reviews
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Julia goes through many different examples that she herself has experienced within creating a brand, even giving checklists and directions on how to avoid mistakes and how to successfully market yourself within the scope that you want.
I find this very helpful as a small business owner, yes I am only doing a lot of direct sales companies and the blog, to look at how I view myself as a company. I might create in the brand image that I want, do I exude that at every opportunity? In my direct sales business on my team members exude in the brand themselves? How can I help them?
At first Julia's book made me ask so many questions, but as I was reading through I was finding the answers and solutions. Now be honest I've only read the book once and I had to put it down and walk away. I know that doesn't sound very promising, but it was because she gave me so much to consider that I really wanted to have a small period of time to reflect, now I'm going to go back to the book complete with Post-it notes and pencil in hand and attack it again!
I liked the title of this book - The Brandful Workforce. We talk about brands, wear branded clothes and are very brand conscious, but we normally ignore the importance of work force.
Author has explained and shared her real life corporate experiences in this book. She has explained how employees can help in making a brand and how can you hire employees who can promote your brands.
I really liked her style of writing. She has shared real life examples to explain brands and workforce concepts.I could connect with her examples like Trader Joe's Business Model. Why customers are attracted towards variety of products available in stores. I always had that feeling but never tried to understand the business model behind it. Author has explained their business model very well. I also liked chapter #5 on swags. Swags help employees in promoting a brand. I personally like collecting swags like pens, notepads, coffee mugs with company name or logo on them. Swag helps in making company name a household name. Author's examples of Oreo Erasers and UPS toy trucks shows her detailed study and research about marketing strategies of different companies.
She shared her personal experiences of working with JetBlue Airways. Julia's style of writing coupled with her real life examples has made this book completely different. I really enjoyed reading this book. I came to know about business models of many companies. I would recommend this book to both employees and employers.
The truth is, because of the book, I have been able to share Julia's road map on what Brandful is. Julia does a nice job breaking each section of the road map down and talking through each. As an Human Resource Executive who drives engagement everyday, this book was refreshing. Simple to understand and easy to apply.
Unlike other books on the topic, Julia took it one step further by sharing her Q&A at the back of the book that she had received from those who had an opportunity to see this book evolve.
Buy the book, it's a quick read and the results will come.
What Julia did instead blew me out of the water. .. The book captures the essence of something we all need in organizations: authentic employee relationships that create great customer experiences.
Some examples you may know (Trader Joes) and others were novel. .. like a Stonybrook video about a Dunking Donuts employees that will make you tear up.
This is a great read for marketers and managers alike, engagingly told.
Her book opened my eyes to a whole new world when it comes to work. I thought wherever I worked I was stuck in limbo or a rut. I didn't care about "branding" but after reading The Brandful Workforce it doesn't matter where I work, I'm part of a brandful workforce.
Every section and chapter breaks everything down for you step by step. If you are looking to become a better employee or employer then The Brandful Workforce is a must have resource for you or your company. Julia's book helped me realize no matter what my job title, I have to promote the brand and be part of the Brandful Workforce.