Quote of the Day – on internalising a corporate brand

Unevolved Brand #93

Unevolved Brand #93 (Photo credit: imjustcreative)

“Internalising the brand involves explaining and selling the brand to employees. It involves sharing with employees the research and strategy behind the presented brand. It involves creative communication of the brand to employees. It involves training employees in brand- strengthening behaviours. It involves rewarding and celebrating employees whose actions support the brand. Most of all, internalising the brand involves involving employees in the care and nurturing of the brand. ” Berry and Parasuraman, 1991

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