Brand Engagement: How Employees make or Break Brands

Hardcover | November 27, 2007

byI. Buckingham

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The branding landscape is dominated by the marketers, the promise makers the people who commission the neon lights and the funky adverts.  In our consumer society brands have become an obsession.  But an often forgotten fact is that the people who make or break brands are the employees, the promise guardians. 
 
Traditionally employee and customer communication has been very similar (“we show them the adverts!”). There’s very strong evidence to suggest that staff (who are also educated consumers) are starting to reject PR and spin-style communication within organisations.  But still 80% of spending on brands within organisations is on the physical brand trappings with very little attention given to the cultural and behavioural dimensions.  It will have to change.
 
The core hypothesis of this book is that individuals within organisations 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.  Neglect this area and risk brand disasters of the Barings scale or creeping brand death, a slow poisoning from within. Read Brand Engagement and find out how to make the most of your brand asset.
 

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From the Publisher

The branding landscape is dominated by the marketers, the promise makers the people who commission the neon lights and the funky adverts.  In our consumer society brands have become an obsession.  But an often forgotten fact is that the people who make or break brands are the employees, the promise guardians.   Traditionally employee a...

Ian P. Buckingham is the founder of the Bring Yourself 2 Work Consultancy Fellowship.  He is an employee engagement specialist and much published thought leader, with his own leadership career spanning financial services, people-centred  consultancy and the communications agency worlds.  As the founding MD of Interbrand Inside, (argua...

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Format:HardcoverDimensions:256 pages, 8.27 × 5.83 × 0.03 inPublished:November 27, 2007Publisher:Palgrave Macmillan UKLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230573061

ISBN - 13:9780230573062

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Extra Content

Table of Contents

ACT 1: 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?
ACT 2: 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
ACT 3: 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
ACT 4: CULTURE AS A WEAPON OF MASS CONSTRUCTION
What’s culture got to do with it?
The culture development process
A culture-first approach to change (Motability Case Study)
The use of tools
ACT 5: 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

Editorial Reviews

“Unlike most management texts Ian’s book is not just a nagging reminder of the importance of employee engagement but it gives valuable insights into how to develop effective relationships within organizations in the best interest of customer service and ultimately the brand. It does so in a very inspiring but accessible and approachable way.” - Richard Skelley, Head of Professional Services Royal Bank of Scotland "Ian Buckingham's thought provoking Brand Engagement challenges many well-trodden ways of engaging employees. It's as much a call to action as a commentary, drawing upon his substantial experience, insights into a range of organisational settings and love of the arts. As he advocates, Ian brings himself to this compelling work." - Jane Cathrall, Head of HR & Resourcing, The Financial Services Authority.