Branding Inside Out

Build a successful brand and create value through the commitment of employees and external stakeholders. A mixture of theory and practice on achieving the active involvement of your organization’s people.

£19.99

About The Author

Nicholas Ind

Nicholas Ind is a partner in Equilibrium Consulting. He has worked on projects for Manpower, British Council, Ford of Europe, The Economist Group, TNS, Telenor and Unicef. He is on the advisory board of Corporate Reputation Review, the editorial board of the Journal of Brand Management, and is an Industrial Fellow at Kingston University, UK. He teaches on branding and communication at Stockholm University, the Nordic Brand Academy and BI-Oslo. He is the editor of (also Kogan Page).

Branding Inside Out offers a detailed and accessible exploration of internal branding. Internal branding is the cultural shift that occurs within an organisation when employees become more customer-focused. By getting employees to truly commit to a brand’s ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind.

Branding Inside Out contains both new thinking and new practice. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes that win the active involvement of their people.