This practical and inspirational book is about how organizations can empower and enthuse their employees to create 'brand champions' that build business value.

In this fully updated second edition, Nicholas Ind demonstrates how a participatory approach can enhance employee commitment, improve service standards, and focus effort to deliver business goals.

Here's a summary of the chapter headings:

1 I'm genuinely feeling groovy 2 Living brands 3 Why people need visions and values 4 Why organizations need purpose and values 5 Defining the brand 6 Bringing the brand to life 7 Sustaining the brand: stories and myths 8 Measuring success 9 Managing the brand 10 Conclusion

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Praise for 'Living The Brand'…

Includes the most memorable case to date on living the brand. Chris Macrae, author of Brand Chartering Handbook Nicholas Ind's book 'Living The Brand' makes exciting reading. Brand News This book is a bible of the 'employee-centric' approach... fascinating stuff. Infomatics This is a timely book because the issue of how to define brands and bring them to life is at the heart of our age. As this readable book argues, if organizations are to maximize the full intellectual capital at their disposal and deliver excellent service, they need to engage employees with their ideals. Marketing