Power to the people

Basini, Justin
February 2006
Brand Strategy;Feb2006, Issue 199, p10
Trade Publication
The article provides suggestions on creating employee brands to complement the corporate brand. It is stated that in creating co-brands, one must formalize the process and resources committed to building personal brands for carefully selected individuals. It starts with understanding the equities that an individual can own in a market. Finally, one must create a program of activities that will market the individual brand both externally and internally.


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