Strategic Brand Engagement is the first book to take a comprehensive, integrated approach to external and internal branding and employee engagement.
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.
Bursting with ideas and strategies...Strategic Brand Engagement really gets into the nitty gritty of how the minds of your employees work
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.
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.
His (John Fisher's) book makes an excellent primer for anyone seeking to understand...the new process of brand creation and delivery.
Enterprise Engagement Alliance Blog, USA
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.
Adrian Furnham, Professor of Psychology, University College of London
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.
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