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Brand Engagement Hardcover – 27 Nov 2007

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Brand Engagement + Living the Brand: How to Transform Every Member of Your Organization into a Brand Champion
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Product details

  • Hardcover: 232 pages
  • Publisher: Palgrave Macmillan (27 Nov 2007)
  • Language: English
  • ISBN-10: 0230573061
  • ISBN-13: 978-0230573062
  • Product Dimensions: 24 x 17 x 2 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 1,029,093 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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1 of 1 people found the following review helpful By R Green on 6 April 2012
Format: Hardcover
A rare find....a business book that is both a damn good read yet is packed with very practical advice on how to inspire and engage employees to deliver on the brand promise.

Right on the money as is the sequel Brand Champions: How Superheroes bring Brands to Life
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Format: Hardcover
A really inspirational book which I have found incredibly powerful in my work with organisations to align culture with brand through fully engaging employees.
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1 of 3 people found the following review helpful By The deer hunter on 5 Feb 2008
Format: Hardcover
A thoroughly detailed look into what makes a brand tick - a marketeers must-have. After 15 years in the business I've still got a lot to learn from Ian Buckingham's insightful read - it delves into new perspectives and different avenues of the brand you could only dream of - open your eyes and read it now!!
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Most Helpful Customer Reviews on (beta) 3 reviews
3 of 3 people found the following review helpful
A useful book on delivering the brand promise 7 Dec 2009
By Rodney Gray - Published on
Format: Hardcover
Brand Engagement claims to provide "a clear road map to the elusive art of employee engagement, case studies to lead the way, and tools and techniques for anyone in the role of communicator".

There is a lot to like about this philosophical brain-dump of everything the expert author knows ("thoughts", "reflections", "inspiration") about brand and internal communication. There are many tips as to what we should be doing (avoiding "brand creep", concentrating on culture, storytelling, leading with authenticity, involving employees, and so on).

It is not the clear road map promised, but the content is fine. I particularly liked the author's use of the term "culture" rather than the stupid term "internal brand". And I loved "When direct mail only achieves an estimated 2 percent success rate in the external market, what exactly is the point of this type of push communication in the internal market...?"

The excellent assertion that the concept of internal brand alignment is "the anathema of employee engagement" is powerful, but is not adequately explained even though the book starts and ends with this. There is an accurate definition of brand ("a range of perceptions in the mind of the consumer"). But curiously there is no definition of engagement.

Also, the critical importance of process excellence is downplayed (e.g. "...brand management is predominantly a behavioral challenge rather than a process, design and project management technique, culture and brand are inextricably linked"). Was it guru Philip Crosby who said (correctly) "quality is 80% process"? It's not enough having committed employees if the processes don't allow them to deliver the brand promise.

Engagement is shown as being in the middle of "the engagement staircase" between compliance and awareness on one hand, and commitment and empowerment on the other. "Engagement/involvement" involves "bringing the brand to life, role modelling the brand values, coaching ambassadors". While "commitment implies emotional connection and emotional connection is largely driven by a meeting of values, experiences, and reinforced behaviors".

This is a book of 221 pages with five big chapters ("acts"), 30 mostly excellent diagrams, plenty of lists, a good bibliography and sound index. There are a number of digressions from brand engagement to internal communication more generally (e.g. where the communication function sits, budgets, recruitment, and the relationship to HR).

I would recommend this book as an informative and enjoyable read about the "cultural and behavioral dimensions" of brands. It covers the sort of information communicators should understand if we are to do our jobs well.
1 of 1 people found the following review helpful
Excellent Employer Branding Book 3 May 2012
By Ms Lunn - Published on
Format: Hardcover
I found this book excellent (and I've read quite a few books on the same subject). Ian Buckingham manages to clearly explain the importance of brand engagement & employee engagement. Although authored by a Brit, the subject matter translates across all continents and cultures. As an human resources professional who has worked in the US & Europe and who has looked after employees all over the world, I know that the nuances of employee engagement may differ slightly in each region, depending on culture and market forces; however, the overall principles and strategy of employee engagement is the same wherever you are. Engaging employees to love your brand, talk about your brand and stay with your brand, is as critically important now as it ever was - particularly during these economically dynamic times. I hope you agree, that it's well worth the read.
0 of 1 people found the following review helpful
In love with his own voice 11 July 2008
By J. Draper Carlson - Published on
Format: Hardcover
I had high hopes for this book, since it promised to address the issue my company is currently facing, but it made my eyes glaze over. Too much verbiage saying nothing, and very UK-centric in examples and phrasing. Not recommended.
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