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 (R) publication. To offset the carbon dioxide emissions generated in the book's production, native trees have been planted with Future Forests.

How to engage your employees with your brand - and why Highlights the importance to business of an engaged, committed workforce Examples including IBM, SAS Airlines, UNICEF, Apple and Nike show how to create and sustain a culture where employees become brand champions A bible of the employee-centric approach. Infomatics

About the Author
Nicholas Ind is a partner in Equilibrium Consulting. He has worked on projects for Manpower, British Council, Ford of Europe, The Economist Group, TNS, Telenor and Unicef. He is on the advisory board of Corporate Reputation Review, the editorial board of the Journal of Brand Management, and is an Industrial Fellow at Kingston University, UK. He teaches on branding and communication at Stockholm University, the Nordic Brand Academy and BI-Oslo. He is the editor of Beyond Branding (also Kogan Page).

Reviews
"Essential reading...contains some powerful insights." Call Centre Focus "A bible of the 'employee-centric' approach... Fascinating stuff." Infomatics "This is a timely book because the issue of how to define brands and bring them to life is at the heart of our age. As this readable book argues, if organizations are to maximize the full intellectual capital at their disposal and deliver excellent service, they need to engage employees with their ideals." Marketing "Includes the most memorable case to date on living the brand." Chris Macrae, Author of The Brand Chartering Handbook "Living the Brand offers some exciting reading." Brand News "Living the Brand is a useful guide 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" Marketing (Ireland) Jan 2008



Book Information
ISBN 9780749450830
Author Nicholas Ind
Format Hardback
Page Count 208
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 472g
Dimensions(mm) 240mm * 165mm * 20mm