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Strategic Brand Engagement

Using HR and Marketing to Connect Your Brand Customers, Channel Partners and Employees

John G Fisher

Strategic Brand Engagement is the first book to take a comprehensive, integrated approach to external and internal branding and employee engagement.

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EAN: 9780749470135

Edition: 1

Published: 03 Nov 2013

Format: 235 x 157

232 pages

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About the book

The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic model showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.

About the authors

John G Fisher is CEO of FMI Group, a brand engagement consultancy. He has over 30 years' experience in marketing communications, incentives and performance improvement programmes, specializing in the financial services sector. He's written five business books, his most recent How to Run Successful Employee Incentive Schemes 3rd edition was published by Kogan Page in 2008. He is a regular columnist in the marketing and HR press.

John G Fisher

- Chapter - 00: Introduction;
- Chapter - 01: What is strategic brand engagement?;
- Chapter - 02: Why engagement matters;
- Chapter - 03: What is a brand?;
- Chapter - 04: Who are you and who do you want to be?;
- Chapter - 05: Leading brand engagement;
- Chapter - 06: Measuring strategic brand engagement;
- Chapter - 07: Marketing brand engagement internally;
- Chapter - 08: Ambassadorship and advocacy: taking the employer brand into the channel;
- Chapter - 09: Engaging through experiences;
- Chapter - 10: Engagement and social networking;
- Chapter - 11: Rewards, recognition and respect;
- Chapter - 12: Recruitment and the employer brand;
- Chapter - 13: Dealing with disengagement;
- Chapter - 14: The future of strategic brand engagement

Reviews

PR Week

Bursting with ideas and strategies...Strategic Brand Engagement really gets into the nitty gritty of how the minds of your employees work

B2B Marketing

An admirable, well-structured book that contains lots of useful arguments, definitions, stats and case studies. If you want a comprehensive 'How to' manual for employee engagement, this is it.

HR Magazine

The focus on strategy and the offering of a framework makes (this book) more useful than many business books on the market... a well-written and practical guide on a timely topic.

Enterprise Engagement Alliance Blog, USA

His (John Fisher's) book makes an excellent primer for anyone seeking to understand...the new process of brand creation and delivery.

Adrian Furnham, Professor of Psychology, University College of London

All organizations today are rightly obsessed with how to generate engagement, and John Fisher's strategic review of how to go about it in a practical way is a very good guide for executive action. A well-written, evidence-based and highly useful book.