Living the Brand: How to Transform Every Member of Your Organization into a Brand Champion

Overview

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. This updated edition of Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards, and focus effort to deliver business goals. This practical and inspirational book is about how organizations can empower their employees and create "brand champions." Using international ...

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Overview

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. This updated edition of Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards, and focus effort to deliver business goals. This practical and inspirational book is about how organizations can empower their employees and create "brand champions." Using international examples, Nicholas Ind shows that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand creates meaning for the employee. Living the Brand shows how to make this happen.

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Editorial Reviews

From the Publisher

"A bible of the 'employee-centric' approach."
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Product Details

  • ISBN-13: 9780749450830
  • Publisher: Kogan Page, Ltd.
  • Publication date: 12/1/2007
  • Edition description: 3rd ed.
  • Edition number: 3
  • Pages: 200
  • Product dimensions: 6.36 (w) x 9.48 (h) x 0.83 (d)

Meet the Author

Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and Strategy and Business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand (published by Kogan Page).

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Table of Contents

Acknowledgements
Introduction 1
1 I'm genuinely feeling groovy 3
2 Living brands 17
3 Why people need vision and values 31
4 Why organizations need purpose and values 49
5 Defining the brand 85
6 Bringing the brand to life 125
7 Sustaining the brand: stories and myths 161
8 Measuring success 179
9 Managing the brand 199
10 Conclusion 211
Index 217
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted September 16, 2007

    Food for thought how to re-connect the employees

    The book describes a lot of methods and tools to empower en enthuse the employees to live the brand. The motives behind the values are not discussed. That understanding will really enable employees to re-connect to the brand.

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