Brand Engagement [Paperback]

This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.Prologue  Brand Engagement in Context ACT 1: BRAND ENGAGEMENT, EVERYMAN AND THE HERO LEADER What does great brand engagement feel like? The CEO is dead  long live the ceo! Are we at the tail end of spin? What characterises an effective chief engagement officer? ACT 2: DECONSTRUCTING BRAND ('BUT WE DON'T EVEN BRAND ANIMALS ANY MORE') Brand and authenticity Brand anthropology New ways of telling old stories Leadership engagement Brand and motivation The national perspective  nation branding The ARM Holdings story ACT 3: THROUGH THE LOOKING-GLASS What's been happening in the communication market? Employment brand Engage people by letting them play Inside-out communication (the power of partnership) Behaviour brand creep Brandscape and the brand engagement journey Mergers and acquisitions The quest for balance What do committed employees look like? Zurich Financial Services case study ACT 4: CULTURE AS A WEAPON OF MASS CONSTRUCTION What's culture got to do with it? The culture development process A culture-first approach to change (Motability Case Study) The use of tools ACT 5: BRING YOURSELF TO WORK Everything begins with a story Mythology, the ancient arts and employee engagement The story of Good Company Authenticity and engagement John Lewis Group A Case study in engagement Becoming comfortable with the emotional dimension In conversation with an industry expert Retention Issues? The story of the Yorkshire Building Society  a true mutual In conclusion

'Brands need to be backed by accountable reachable people inside businesses (not websites, and interminable electronic answering systems). The way to customer loyalty is not necessarily the brand, but the business behl3!