Living the Brand

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A company's workforce is its most valuable asset, as employees translate strategy into reality, engage with consumers, and shape the corporate brand. This book illustrates how a participatory approach can enhance employee commitment, elevate service standards, and align efforts with business goals. By embedding meaning, purpose, and values within the organization, a culture of enthusiastic participation can be fostered. The text emphasizes that employees thrive in environments where they resonate with the brand, while organizations prosper when their brand holds relevance and significance. It asserts that purpose and values already exist; the challenge lies in effectively articulating and embedding them. Brand clarity fosters freedom, and brands truly come alive when the lines between internal and external perceptions blur. Additionally, the importance of stories and myths in sustaining brands is highlighted. Using original international case studies, the author explores the challenges of articulating and delivering brands through people, emphasizing that both organizations and individuals require values for their well-being and sense of worth. This practical and inspirational guide empowers organizations to cultivate brand champions among their employees.