employee brand engagement

Companies Need An Employee Brand Engagement Reality Check

If you expect your employees to do what they can to build your brand, then you better make sure they’re equipped with the knowledge, skills, and resources to do so.  This makes sense, but according to my employee brand engagement assessment research, most business leaders approach employee brand engagement with little more wishful thinking.
 
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Brand and Culture Are Misaligned at Most Companies

In my new book FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies, I explain that brand-culture fusion — the full integration and alignment of external brand identity and internal organizational culture — explains the success of the world’s greatest companies including the ones we’ve admired for years such as Southwest Airlines and Starbucks as well as the ones that have broken through more recently including Amazon and Airbnb.  But initial results from the
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