A multi-authored book combining new concepts derived from academic research over the last 10 years, with case studies to reflect the latest approaches to brand building. Branding Inside Out builds on the core principles explored in the author´s previously successful publication, Living the Brand, and demonstrates how a company´s workforce is its most valuable assеt. After all; employees are the ones who are interacting with consumers, and therefore have a critical role in maintaining and reflecting a corporate brand.
This text covers all aspects of the ´Living the Brand´ concept and takes it to new levels, with particular emphasis on the active involvement of employees, consumers and other stakeholders in brand development. This includes online communities and co-creation events, having more open approaches to employee learning and development, and a more organic philosophy of branding, as well as brand citizenship behaviour and employee based brand equality. With contributions from some of the leading brand builders in the world today, and cases from a range of fascinating corporations, Branding Inside Out provides an opportunity for readers to update their thinking and focus on business efforts.