Download Brand and Talent by Kevin Keohane PDF

By Kevin Keohane


Many books speak about model, nonetheless extra approximately expertise, but major firms are understanding their id as a service/product supplier is nearly inseparable from their id as a spot that pulls, motivates and advantages from thriving talent.

In Brand and Talent, writer Kevin Keohane appears to be like at how companies can greater speak with humans earlier than, in the course of and after their organization with the corporate. He offers a "joined up" strategy that encompasses the wishes of brand name, advertising, human assets, company communications, inner communications and IT. He integrates educational and advertisement facts, in addition to functional suggestion and contains case reports and interviews.

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This is precisely what is causing friction internally within organizations: Who is accountable for making sure that the customer experience is delivered? Product design (‘The features are what people want’)? Sales and marketing (‘We need to increase turnover’)? Human resources (‘We need to attract great people, and keep the ones we have’)? Call centre staff (‘Whom do customers call when they have a problem’)? Front of house or retail staff (‘You never get a second chance to make a first impression’)?

Moreover, these brands are more likely to survive a major crisis than weaker brands – one needs only to look at examples like BP (which invested heavily in its global brand positioning and management for a decade before the Gulf of Mexico disaster – and managed to survive to tell the tale, despite the significant toll the episode has taken on the company’s relationships with regulators, reputation and finances) and Tylenol (which famously removed its entire product range from shelves when tampering was discovered in their tablets in the 1980s and remains a market leader today).

2 Examples of great brands Brand Description Coca-Cola ‘Coke’s brand promise of fun, freedom, and refreshment resonates nearly everywhere. ’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.

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