| Living the Brand is about how organizations empower and enthuse their employees. The core argument is that this is best achieved by articulating a sense of the organization that is credible and motivating both internally and externally. However, simply stating the organization’s purpose and values by themselves is not enough. Organizations need to build meaning into the ideas so that employees can genuinely live the brand in their day-to-day lives. This is increasingly important if businesses and government and voluntary organizations want to make best use of the intellectual resources of all of their employees; to capture the most innovative ideas; to build strong and lasting relationships with customers; to use the enthusiasm and imagination of people. |