Corporate Brand Personality: Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity - Brossura

Everett, Lesley

Brossura

ISBN 10: 0749471379 ISBN 13: 9780749471378

Casa editrice: Kogan Page, 2016

Riassunto

Addressing the need for a re-focus and re-alignment of corporate culture in order to succeed in a business world that demands trust, respect, and strong values, Corporate Brand Personality explains how to lead and engage employees at all levels within a company to be consistently engaged with their brand's values. Informed by the recent collapse of several prominent corporations in recent years, author Lesley Everett taps into the move of putting people back into the heart of business to ensure that trust is at the core of any organization. Using case studies and real life examples based on her own experience, Everett shows how improving people behavior, communication, and increased engagement helped to create a strong authentic brand for international companies, including GE Capital and Marriott. Additionally, she looks at how internal culture becomes external culture, explores root causes of negative corporate branding and behavior, illustrates the potential of social media's impact, and how a brand is projected to customers and suppliers.

Su questo libro

Recensione:

""At John Lewis we believe our success and reputation is based on the trust our customers have in us to do the right things and do things right. That sense of trust comes almost entirely from customers' positive experience of our staff - experiences we work very hard to optimize. Lesley's book explores and articulates the under-pinning philosophy and practice of this approach in a compelling way which will, I hope, enable other leaders to unleash the power of their people to the benefit of their brand"." (Andrew Murphy, Executive Director, Retail, John Lewis Department Stores)

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"I have been fortunate to have worked with Lesley for over 10 years across the Financial and Technology industries. As a true leader in her field, she is engaging, enigmatic and passionate in driving real change where it counts.
Her ability to affect real cultural change in organisational brand perception and aligning this with individual's personal brand is key. In my view Lesley's success is driven by her ability to develop great personal relationships and her pragmatic approach to delivering the best results to achieve the desired outcomes.
This book is a must for anyone who wants to drive fundamental change at an organisational level or individually and I am sure will become the "go to" guide for anyone wishing to achieve this".

" (Sue Henley EMEA Head of Talent Development, Inclusion & Diversity CA Technologies)

""In a world of increasingly homogenous products & services the only key differentiator is the customer experience. The insights in this book make it a must read for those that want to understand how to achieve this"" (Lorraine Vaun-Davies - Associate Programme Director, London Business School)

""What people say about you as a leader and your company when you're not there to defend, can significantly positively or negatively affect business growth. The impact of a polished brand of a person and their behaviours cannot be underestimated. This book addresses this very subject in a most effective way, hence every leader of an organisation should read it"." (Penny Philpot Group Vice President Oracle Corporation)

""....practical steps that lead straight to the heart of brand authenticity"" --(Jane McLeod Vice President, Communications WABCO Vehicle Control Systems)

""A must read book for any Leaders wanting to ignite their social engine, light up their brand and fire up their people". --" (Phil Jones Managing Director Brother UK Ltd)

""Your corporate reputation is determined by what your customers experience when they engage with your brand. Your people are at the heart of your brand, so you need to ensure your culture is one where they believe in and represent what you want to be known for. Lesley's book will really open up your thinking to how you can achieve this in a practical and consistent way, and no longer leave your corporate brand wide open to interpretation"." --(Gabriella Driver Learning & Development Manager Post Office Ltd)

Descrizione del libro:

Advises on creating an authentic brand image and establishing it throughout the company

Shows the reader how to lead and engage people at every level within their organization to ensure consistent engagement with brand values

Helps managers and leaders create a powerful balance between corporate brand and human behaviour

Includes a foreword by Sir Clive Woodward OBE, former coach of the England rugby team

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2016
• ISBN 10: 0749471379
• ISBN 13: 9780749471378
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 208