Living The Brand 2nd/edition

This book demonstrates how a participatory approach canenhance employee commitment, improve service standards and focus effort todeliver business goals. This can be achieved by building meaning, purpose andvalues into the organization to foster a culture of enthusiastic employeeparticipation. Living The Brand isabout how organizations can empower and enthuse their employees to create‘brand champions’. With the use oforiginal international case studies, the author discusses the insights andproblems of articulating and then delivering brands through people. The bookexamines the nature of branding and why people have become such importantdefiners of the brand. The conclusion being that both organizations and peopleneed values - it is essential to their well-being and sense of worth.