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Brand and Talent

Brand and Talent

Kevin Keohane

From £16.66

Align the practices of brand management and talent attrition to drive growth and develop your organisation's strategy.

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About the book

Few business strategy books talk about brand management and talent management under the same cover. Brand and Talent shows how high performance organizations are using this philosophy to drive clarity and growth as they bring their purpose, ambition, strategy and proposition to life from the inside out.

In a world replete with experts in branding and brand management, mirrored by experts in talent attraction, engagement and development, there is a clear need for far greater alignment of these two overlapping disciplines. This means more than paying lip service to recruitment media campaigns masquerading as so-called "employer brands", which can often cause damage to or dilute an organization's reputation as an enterprise is dependent upon your reputation as an employer - and vice versa.

In Brand and Talent, author Kevin Keohane looks at how organizations can better communicate with people before, during and after their association with the enterprise. He presents a "joined up" approach that encompasses the needs of brand, marketing, human resources, corporate communications, internal communications and IT. He integrates academic and commercial evidence, as well as practical advice and includes case studies and interviews.

Table Of Contents

    • Chapter - 01: Introduction;
  • Section - ONE: Brand;
    • Chapter - 02: What is a brand?;
    • Chapter - 03: Defining your brand;
    • Chapter - 04: Brand delivery;
    • Chapter - 05: Brand and social media;
  • Section - TWO: Talent;
    • Chapter - 06: The talent agenda;
    • Chapter - 07: Engaging talent;
  • Section - THREE: Brand and talent;
    • Chapter - 08: A better way;
    • Chapter - 09: Purpose;
    • Chapter - 10: Ambition;
    • Chapter - 11: Strategy;
    • Chapter - 12: Proposition;
    • Chapter - 13: Putting it all together;
    • Chapter - 14: Toolkit;
  • Section - FOUR: Insight interviews;
    • Chapter - 15: Brand and executive talent – Bob Benson;
    • Chapter - 16: Brand and diversity – Beth Brooke;
    • Chapter - 17: Brand, talent and the new world of work – Dave Coplin;
    • Chapter - 18: Brand, talent and strategy – Mike Cullen;
    • Chapter - 19: Brand in a multinational conglomerate – S P Shukla;
    • Chapter - 20: Brand and purpose – Michael Sneed;
    • Chapter - 21: Brand and talent – Mark Weinberger


The book is a useful addition to the branding discipline....[readers will] find a feast of goodies to stimulate strategic discussions
John Fanning, marketing.ie

Great businesses get performance from the combination of driving their reputation and engaging their people. The two things are inseparable. Yet most businesses manage them in isolation. Kevin Keohane offers an effective - and deceptively simple - way to navigate this challenge. As a CEO I find this thinking and advice invaluable.
Lanny Cohen, Global Chief Technology Officer, North America Country Board Chairman, Capgemini

Book Details

  • EAN: 9780749469252
  • Edition: 1
  • Published: 3rd February 2014
  • Paperback
  • Format: 235x157
  • 240 pages

About the Author

Kevin Keohane is currently partner at BrandPie, a strategic brand consultancy.

Kevin Keohane

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