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

Ind, Nicholas

Couverture rigide

ISBN 10 : 0749441291 ISBN 13 : 9780749441296

Editeur : Kogan Page Ltd, 2003

Synopsis

A company's workforce is its most valuable asset. It is the employees who translate an organziation's strategy into reality, interact with consumers and determine the corporate brand.

In this fully updated second edition, Nicholas Ind 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 and inspirational book is about how organizations can empower and enthuse their employees to create 'brand champions'. The themes of Living the Brand 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.

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0749441291
• ISBN 13: 9780749441296
• Reliure: Relié
• Numéro d'édition: 2
• Nombre de pages: 224
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible