Selling the Brand Inside

Publication Date: January 01, 2002

When you think of marketing, chances are your mind goes right to your customers–how can you persuade more people to buy whatever it is you sell? But there’s another “market” that’s equally important: your employees. Author Colin Mitchell argues that executives by and large ignore this critical internal audience when developing and executing branding campaigns. As a result, employees end up undermining the expectations set by the company’s advertising–either because they don’t understand what the ads have promised or because they don’t believe in the brand and feel disengaged or, worse, hostile toward the company. Mitchell offers three principles for executing internal branding campaigns. First, companies need to market to employees at times when the company is experiencing a fundamental challenge or change. Second, companies must link their internal and external marketing campaigns. And, third, internal branding campaigns should bring the brand alive for employees, creating an emotional connection to the company that transcends any one experience. It is a fact of business, writes Mitchell, that if employees do not care about or understand their company’s brands, they will ultimately weaken their organizations.

Pages: 7

To download this product after your purchase, simply sign-in to hbr.org and visit the “Purchases” area of your account.

Educators: Register as a Premium Educator at
hbsp.harvard.edu
, plan a course, and save your students up to 50% with your academic discount.

Students: Tell your instructors about the savings at
hbsp.harvard.edu.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.

When you place your first order on HBR.org and enter your credit card information and shipping address, ‘Speed-Pay’ ordering is enabled. ‘Speed-Pay’ is a service that saves the credit card details from your most recent purchase and allows you to re-use that card for future purchases. If you click the Speed-Pay button on any product detail page, your order will be charged to the most recent credit card information attached to your account and shipped (if applicable) to the last address we have on file for you. For more details

Educators: Register as a Premium Educator at hbsp.harvard.edu, plan a course, and save your students up to 50% with your academic discount.

Students: Tell your instructors about the savings at hbsp.harvard.edu.

Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order. If you need to make additional copies to distribute, please purchase copyright permission.

Ebook: A digital book provided in three formats (PDF, ePub, and Mobi) for the price of one. Accessible within “My Library” upon purchase.

Hardcopy, paperback, softbound, magazine: Physical copy shipped from our warehouse to your requested shipping location.

PDF: PDF digital file. Accessible within “My Library” upon purchase.

Bundle: A themed collection containing two or more items at a special savings.

Note: Some of our products are available in other languages besides English, for example a “Spanish PDF” format means you will receive a PDF in the Spanish language.

A security code is added protection against credit card fraud. It is a 3 or 4 digit number appearing on the front or back of your credit card. See examples below.

Visa and Mastercard
The security code has 3 digits and appears on the BACK of the card in the signature panel.

American Express
The Card Identification Number (CID/4DBC) is a four-digit, non-embossed (flat) number that is printed on every American Express Card.

The CID/4DBC is ALWAYS located ABOVE the embossed (raised) account number on the face of the card. In some instances, the CID/4DBC is located on the left side of the card, but is always above the account number. Some cards have a four-digit number embossed below the account number, but this is not the CID/4DBC

If you have a promotion code, please enter it below. This promotion code field is case sensitive so please type all capital letters.

This product is intended for individual use only. To learn more about volume discounts for organizations and license opportunities for consultants, contact Lindsey.Dietrich@harvardbusiness.org.

Unable to locate your subscription account #?

Click here

Selling the Brand Inside

Research & References of Selling the Brand Inside|A&C Accounting And Tax Services
Source

Share on Facebook

Tweet

Follow us