Title: Brand engagement : how employees make or break brands /
Authors: Buckingham, Ian P., 1967-
Publisher: Palgrave Macmillan,
Year: 2008
Subjects: Brand name products; Organizational commitment.; Employee motivation; Interpersonal communication.
Abstract: "This book sets out to prove that individuals within organizations, who are committed to winning the brand war, should focus most of their time on ensuring that their people are authentically engaged with the brand. It provides a clear road map to the elusive art of employee engagement, case studies to lead the way, and tools and techniques for anyone in the role of communicator. Read Brand Engagement and discover how to ensure you maximize returns on your brand management investment and, through focusing on the people dimension, make the most of your brand asset."--BOOK JACKET.
Contents: Brand engagement, everyman and the death of the hero leader. November 1983. What does great brand engagement feel like? The CEO is dead, long live the CEO. Are we at the tail end of spin? What characterizes an effective chief engagement officer? -- Deconstructing brand ("but we don't even brand animals any more"). January 1992. Brand and authenticity. Brand anthropology. New ways of telling old stories. Leadership engagement. Brands and motivation. The national perspective : nation branding. Case study : ARM holdings (UK business of the year 2006) -- Through the looking glass. July 1996. What's been happening in the communication market? Employment brand. Engage people by letting them play. Inside-out communication (the power of partnership). Behaviour brand creep. Brandscape and the brand engagement journey. Mergers and acquisitions. The quest for balance. What do committed employees look like? Case study : Zurich: involvement-driven employee engagement. The catalyst event -- Culture as a weapon of mass construction. December 2000. What's culture got to do with it? The culture development process. Case study : motability : a culture-first approach to change. The use of tools -- Bring yourself to work. April 2006. Everything begins with a story. Mythology, the ancient arts and employee engagement. The story of good company. Authenticity and engagement. The John Lewis Group : an authentic brand. Authenticity in action. Becoming comfortable with the emotional dimension. What's been happening in the recruitment market? Retention issues? Case study: values-based communication : the story of the Yorkshire Building Society : a true mutual. In conclusion.