Living the Brand is a practical book which shows how organizations can empower and enthuse employees to create 'brand champions'. This approach can enhance employee commitment, improve service standards and focus efforts to deliver business goals.

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.

Infomatics

Autorentext
Nicholas Ind is an associate professor at Kristiania University College, Oslo and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is a former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and of the editorial board of the Journal of Brand Management. Nicholas Ind was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.

Leseprobe
Introduction; I'm genuinely feeling groovy; Living brands; Why people need vision and values; Why organizations need purpose and values; Defining the brand; Bringing the brand to life; Sustaining the brand: stories and myths; Measuring success; Managing the brand; Conclusion.

Inhalt

• • Chapter - 00: Introduction;
  • Chapter - 01: I'm genuinely feeling groovy;
  • Chapter - 02: Living brands;
  • Chapter - 03: Why people need vision and values;
  • Chapter - 04: Why organizations need purpose and values;
  • Chapter - 05: Defining the brand;
  • Chapter - 06: Bringing the brand to life;
  • Chapter - 07: Sustaining the brand: stories and myths;
  • Chapter - 08: Measuring success;
  • Chapter - 09: Managing the brand;
  • Chapter - 10: Conclusion