Brand Engagement: How Employees Make or Break Brands

Contents......Page 8
List of Figures and Tables......Page 10
Acknowledgements......Page 11
Prologue: Brand Engagement in Context......Page 14
November 1983......Page 22
What Does Great Brand Engagement Feel Like?......Page 23
The CEO is Dead, Long Live the ceo......Page 26
Are We at the Tail End of Spin?......Page 37
What Characterizes an Effective Chief Engagement Officer?......Page 38
Summary of Key Learnings......Page 40
5 Things to Try Today......Page 41
January 1992......Page 44
Brand and Authenticity......Page 45
Brand Anthropology......Page 49
New Ways of Telling Old Stories......Page 54
Leadership Engagement......Page 55
Brands and Motivation......Page 59
The National Perspective: Nation Branding......Page 68
Case Study: ARM Holdings (UK Business of the Year 2006)......Page 75
5 Things to Try Today......Page 90
July 1996......Page 92
What\'s Been Happening in the Communication Market?......Page 94
Employment Brand......Page 103
Engage People by Letting Them Play......Page 110
Inside-out Communication (the Power of Partnership)......Page 111
Behavioral Brand Creep......Page 118
Brandscape and the Brand Engagement Journey......Page 121
Mergers and Acquisitions......Page 123
The Quest for Balance......Page 125
What Do Committed Employees Look Like?......Page 135
Case Study: Zurich: Involvement-driven Employee Engagement......Page 136
The Catalyst Event......Page 140
Summary of Key Learnings......Page 144
5 Things to Try Today......Page 145
December 2000......Page 146
What\'s Culture Got to Do with It?......Page 147
The Culture Development Process......Page 149
Case Study: Motability: A Culture-first Approach to Change......Page 154
The Use of Tools......Page 164
5 Things to Try Today......Page 171
Act 5 Bring Yourself to Work......Page 172
April 2006......Page 173
Everything Begins with a Story......Page 175
Mythology, the Ancient Arts and Employee Engagement......Page 177
The Story of Good Company......Page 185
Authenticity and Engagement......Page 187
The John Lewis Group: An Authentic Brand......Page 190
Authenticity in Action......Page 194
Becoming Comfortable with the Emotional Dimension......Page 197
What\'s Been Happening in the Recruitment Market?......Page 200
Retention Issues?......Page 204
Case Study: Values-based Communication: The Story of the Yorkshire Building Society: A True Mutual......Page 205
In Conclusion......Page 212
Postscript......Page 215
Bibliography......Page 216
B......Page 222
C......Page 224
E......Page 226
I......Page 227
L......Page 228
O......Page 229
R......Page 230
T......Page 231
Z......Page 232