Description
Book Synopsis
Nicholas Ind is a partner in Equilibrium Consulting. He has worked on projects for Manpower, British Council, Ford of Europe, The Economist Group, TNS, Telenor and Unicef. He is on the advisory board of Corporate Reputation Review, the editorial board of the Journal of Brand Management, and is an Industrial Fellow at Kingston University, UK. He teaches on branding and communication at Stockholm University, the Nordic Brand Academy and BI-Oslo. He is the editor of
Beyond Branding (also Kogan Page).
Trade Review
"Essential reading...contains some powerful insights." Call Centre Focus "A bible of the 'employee-centric' approach... Fascinating stuff." Infomatics "This is a timely book because the issue of how to define brands and bring them to life is at the heart of our age. As this readable book argues, if organizations are to maximize the full intellectual capital at their disposal and deliver excellent service, they need to engage employees with their ideals." Marketing "Includes the most memorable case to date on living the brand." Chris Macrae, Author of The Brand Chartering Handbook "Living the Brand offers some exciting reading." Brand News "Living the Brand is a useful guide to help you achieve this objective, to create a business 'brand' which people will feel more proud of, more committed to and therefore want to be associated with" Marketing (Ireland) Jan 2008
Table of Contents
- Chapter - 10: Conclusion
- Chapter - 09: Managing the brand;
- Chapter - 08: Measuring success;
- Chapter - 07: Sustaining the brand: stories and myths;
- Chapter - 06: Bringing the brand to life;
- Chapter - 05: Defining the brand;
- Chapter - 04: Why organizations need purpose and values;
- Chapter - 03: Why people need vision and values;
- Chapter - 02: Living brands;
- Chapter - 01: I’m genuinely feeling groovy;
- Chapter - 00: Introduction;
