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Strategic Brand Engagement

Strategic Brand Engagement Using HR and Marketing to Connect Your Brand Customers, Channel Partners and Employees

Author: John G Fisher
Publisher: Kogan Page
ISBN: 9780749470135
Published In: November 2013
Format: Paperback , 232 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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Strategic Brand Engagement is the first book to take a comprehensive, integrated approach to external and internal branding and employee engagement.

The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silosStrategic Brand Communication offers a new approach for developing brand and employee engagement in any organization. It presents a strategic framework showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.
John G Fisher is CEO of FMI Group, a brand engagement consultancy. He has over 30 years' experience in marketing communications, incentives and performance improvement programmes, specializing in the financial services sector. He's written five business books, his most recent How to Run Successful Employee Incentive Schemes 3rd edition was published by Kogan Page in 2008. He is a regular columnist in the marketing and HR press.

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