Living the Brand: How to transform every member of your organization into a brand ambassador [Hardcover]

“The subtitle says it all.”

“Fascinating stuff.”

“This book is a bible of the ‘employee-centric’ approach.”

"A bible of the 'employee-centric' approach...Fascinating stuff." --This text refers to an alternate Hardcover edition.

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. --This text refers to an alternate Hardcover edition.

"A useful guide to help to help you achieve this objective, to create a business 'brand' which people will feel more proud of, more committed to and therefore want to be associated with."
--This text refers to an alternate Hardcover edition.

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 book is about how organizations can empower and enthuse their employees to create "brand champions". The themes of the text 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.

Living the Brand
Second Edition
Nicholas Ind --This text refers to an alternate Hardcover edition.

Nicholas Ind is a corporate branding and communication consultant. He is the author of a number of books on corporate identity including: The Corporate Image, Great Advertising Campaigns and The Corporate Brand. He has also written a biography of Terence Conran, which was published by Macmillan in 1995.

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. --This text refers to an alternate Hardcover edition.