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Corporate Brand Personality

Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity

Re-focus and re-align your organization's corporate culture to compete in today's business world, where trust, respect and strong values, are in increasing demand.
EAN: 9780749471378
Edition: 1
Format: 235x155
208 pages

About the book

Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect and strong values. Moving beyond simply how products are marketed and perceived, it shows the reader how to lead and engage people at every level within the organization to ensure consistent engagement with brand values.

Including practical models to show how corporate culture and values can be managed and improved, Corporate Brand Personality also provides real examples and case studies from the Marriott Hotel Group and Water Wellbeing Group among others that show how people's behaviours can deeply affect brand reputation through all areas of the business. Incorporating a complete strategy from start to finish, this book will help the reader build visible leadership, project an authentic brand image and reinforce their company's values.

About the authors

Lesley Everett

Lesley Everett is an internationally acclaimed professional keynote speaker and expert on personal and corporate branding. A regular contributor to UK, US and UAE media, she has appeared on BBC News, Sky Business, CNBC, CBS and Fox Business News. She is an established author, Executive Brand Coach, and President-Elect of the Global Speakers Federation as well as member of the Institute of Leadership and Management (ILM) and the Institute of Sales and Marketing Management (ISMM).

More about Lesley Everett

At John Lewis we believe our success and reputation is based on the trust our customers have in us to do the right things and do things right. That sense of trust comes almost entirely from customers' positive experience of our staff - experiences we work very hard to optimize. Lesley's book explores and articulates the under-pinning philosophy and practice of this approach in a compelling way which will, I hope, enable other leaders to unleash the power of their people to the benefit of their brand.

Andrew Murphy, Executive Director, Retail, John Lewis Department Stores