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Innovation and Best Practice
for Business Success

Established 1967



Living the Brand

Living the Brand

How to Transform Every Member of Your Organization into a Brand Champion

Nicholas Ind

£19.99

Living the Brand is a practical book which shows how organizations can empower and enthuse employees to create 'brand champions'. This approach can enhance employee commitment, improve service standards and focus efforts to deliver business goals.

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About the book

Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand.

Living the Brand demonstrates how you can empower and enthuse your employees to create 'brand champions'. This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals.

This practical, inspirational book shows you that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand has relevance and creates meaning.

Using original international case studies, such as IBM, SAS Airlines, UNICEF, Apple and Nike, Living the Brand shows you how to make this happen, through research, training, communication, management and review. It examines the nature of branding and why people have become such important definers of their brand.

Living the Brand is a CarbonNeutral® publication. To offset the carbon dioxide emissions generated in the book's production, native trees have been planted with Future Forests.


Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: I’m genuinely feeling groovy;
    • Chapter - 02: Living brands;
    • Chapter - 03: Why people need vision and values;
    • Chapter - 04: Why organizations need purpose and values;
    • Chapter - 05: Defining the brand;
    • Chapter - 06: Bringing the brand to life;
    • Chapter - 07: Sustaining the brand: stories and myths;
    • Chapter - 08: Measuring success;
    • Chapter - 09: Managing the brand;
    • Chapter - 10: Conclusion



Book Details

  • EAN: 9780749450830
  • Edition: 3
  • Published: 3rd October 2007
  • Hardback
  • Dimensions: 234x156
  • 208 pages

About the Author

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).


Nicholas Ind