Brand engagement
Subtitle: how employees make or break brands
By: Ian Buckingham.
Publisher: Palgrave Macmillan
Published: 2008
Place of publication: New York, N.Y
Language: eng
Subjects: Brand name products; Organizational commitment; Employee motivation; Interpersonal communication
Notes: Includes index.
Table of contents: title: Brand engagement, everyman and the hero leader. What does great brand engagement feel like? The CEO is dead-long live the CEO! Are we at the tail end of spin? What characterises an effective chief engagement officer?; title: Deconstructing brand ("but we don't even brand animals any more"). Brand and authenticity. Brand anthropology. New ways of telling old stories. Leadership engagement. Brand and motivation. The national perspective-nation branding. The ARM holdings story; title: Through the looking-glass. 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? Zurich Financial Services case study; title: Culture as a weapon of mass construction. What's culture got to do wit it? The culture development process. A culture-first approach to change (motability case study). The use of tools; title: Bring yourself to work. Everything begins with a story. Mythology, the ancient arts and employee engagement. The story of good company. Authenticity and engagement. John Lewis Group. A case study in engagement. Becoming comfortable with the emotional dimension. In conversation with an industry expert. Retention issues? The story of the Yorkshire Building Society-a true mutual. In conclusion.