Brand from the Inside

Sartain, Libby
December 2006
Leadership Excellence Essentials;Dec2006, Vol. 23 Issue 12, p18
The author presents her views regarding branding from the inside. She said that the brand is all about how a business builds and packages its identity, origins and values. According to her, brands promises to deliver in order to emotionally connect with its employees. Emotional connections are created by brands and they simplify value, influences customer choices and connect people to a big idea.


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