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Living the Brand: How to Transform Every Member of Your Organization Into a Brand Champion

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A company’s workforce is its most valuable asset. It is the employees who translate an organization’s strategy into reality, who interact with consumers and who determine the corporate brand.

In this fully updated second edition, Nicholas Ind demonstrates how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This can be achieved by building meaning, purpose and values into the organization to foster a culture of enthusiastic employee participation. This practical and inspirational book is about how organizations can empower and enthuse their employees to create ‘brand champions.’ These are these of Living the Brand:

  • employees flourish in organizations where they identify with the brand;
  • organizations flourish when the brand has relevance and creates meaning;
  • purpose and values are not created, they exist—the issue is how well they are articulated and embedded;
  • brand clarity creates freedom;
  • brands come to life when the boundaries between the internal and external blur;
  • stories and myths are important for sustaining brands;
  • living the brand requires imagination.

With the use of original international case studies, Nicholas Ind discusses the insights and problems of articulating and then delivering brands through people. The book examines the nature of branding and why people have become such important definers of the brand. His conclusion is that both organizations and people need values—they are essential to well being and sense of worth.

About the Author

Nicholas Ind is a writer and brand consultant based in Scandinavia. He is the author of a number of business books including The Corporate Image, Great Advertising Campaigns and The Corporate Brand. He has also written a biography of Terence Conran.

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