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Corporate Brand Personality: Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity Paperback – February 3, 2016
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"I have been fortunate to have worked with Lesley for over 10 years across the Financial and Technology industries. As a true leader in her field, she is engaging, enigmatic and passionate in driving real change where it counts. Her ability to affect real cultural change in organisational brand perception and aligning this with individual's personal brand is key. In my view Lesley's success is driven by her ability to develop great personal relationships and her pragmatic approach to delivering the best results to achieve the desired outcomes. This book is a must for anyone who wants to drive fundamental change at an organisational level or individually and I am sure will become the "go to" guide for anyone wishing to achieve this."
(Sue Henley EMEA Head of Talent Development Inclusion & Diversity CA Technologies)
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Top customer reviews
The author mixes theory and practice together to explain how a company can inspire its employees to think about their corporate personality, managing, improving and advocating change both internally and externally. This is a company-wide process, affecting every department, demanding strong and focussed leadership to help lead the process that may change dramatically the company’s external appearance in subtle and possibly not-so-subtle ways.
It was a pleasant and accessible read, not bogged down with esoteric, heavy theory (such can have their place, here is not one of those occasions). It is written for do-ers in mind, whilst acknowledging that change might not be an overnight occurrence and something that may suffer from opposition or scepticism. Yet the author thinks positively and this radiates throughout the book with an enthusiastic, actionable tone.
The author notes that there has been a steady decline in manners within business in recent time, leading to an almost-accepted culture of apathy, rudeness, disrespect and general lack of common manners in communication and business dealings even though, it can be noted, communications are still wrapped up with a faux politeness, thanking us for our business, addressing us by name or a general touchy-feely approach. Yet it is not authentic, it can feel false, a fake personality in other words. How many of us really think we are valued customers, despite the nice words uttered when we are on-board an aircraft, when we open an email from a supplier or are in a store? Do we trust these companies and have good-faith? More needs to be done, a culture shift needs to occur for many since, after all, it is the negative issues that gets remembered and talked about and today it is easier-than-ever to pass on negative feedback experiences to friends, contacts and the wider world.
Some of the suggestions to help change are pretty obvious – when you think about it – yet they are not being implemented. Such as reverse mentoring. Typically, the older, more experienced and senior employee lecture their subordinates or effect change. Sometimes the younger employees may have a different, better perspective and it is they who perhaps should be mentoring their seniors about certain things, whether it is a cultural difference, a new technology, a new trend or just a different way of doing something. A strong, secure leader shouldn’t have anything to fear from this and everything to gain, yet that needs a great, confident, secure senior, doesn’t it… and there can be a shortage of them.
This was a book that kept throwing out ideas and thoughts and it was hard to put down. Even if you don’t specifically have a need for change (are you sure?) the book is more than capable of giving a great perspective overhaul and touches on many areas. Set aside some time to read it, focus on its messages and prepare for possible change. If you really do have everything in order, great – this book can help confirm that. For the majority of companies out there that may need a helping hand, this book could be part of the solution!