By Kevin Keohane
Many books speak about model, nonetheless extra approximately expertise, but top enterprises are figuring out their id as a service/product supplier is almost inseparable from their id as a spot that pulls, motivates and advantages from thriving talent.
In Brand and Talent, writer Kevin Keohane seems to be at how companies can higher speak with humans sooner than, in the course of and after their organization with the corporate. He provides a "joined up" strategy that encompasses the wishes of name, advertising, human assets, company communications, inner communications and IT. He integrates educational and advertisement proof, in addition to sensible recommendation and contains case experiences and interviews.
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Extra resources for Brand and Talent
In their book The Discipline of Market Leaders,10 Treacy and Wiersema ask a similar question: why do some companies outperform others, often within a virtually homogeneous category? Through a study of market leaders across sectors and industries, such as Wal-Mart, Dell, Southwest Airlines, Cott, Airborne Express, Atlantic Richfield, Home Depot, Intel and Sony a very clear theme emerged. And while their book is about strategic management (I don’t think the word brand appears at all), the implications for reputation management are clear.
These can include: Your organization ●● senior executives and leaders; ●● business and people managers; ●● employees – particularly new starters (and their families and friends); ●● contractors (and their families and friends); ●● former employees (alumni); ●● future (potential) employees. Other organizations ●● outsourced functions (HR, IT, etc); ●● suppliers; ●● partners; ●● regulators and government and related bodies; ●● media and analysts. The broader community ●● the investment community; ●● shareholders/investors; ●● environmental and corporate responsibility interests.
1 Apple The Apple brand remains the poster child for how to build a great global brand – a relentless focus on never settling for what the consumer thinks they want, and creating something they never imagined they needed. Captured in ‘Think different,’ Apple certainly does – and the hard work of maintaining that focus has driven their phenomenal success globally. Amazon Amazon has achieved their success for a variety of reasons – but their entire ecosystem is open, with one idea at its heart: ‘Content is geared toward you.