Lesley Everett

Corporate Brand Personality

Re-Focus Your Organization's Culture to Build Trust, Respect and Authenticity

• Gebundenes Buch

Produktbeschreibung

Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect and strong values. Moving beyond simply how products are marketed and perceived, it shows the reader how to lead and engage people at every level within the organization to ensure consistent engagement with brand values. Including practical models to show how corporate culture and values can be managed and improved, Corporate Brand Personality also provides real examples and case studies from the Marriott Hotel Group and Water Wellbeing Group among others that show how people's behaviours can deeply affect brand reputation through all areas of the business. Incorporating a complete strategy from start to finish, this book will help the reader build visible leadership, project an authentic brand image and reinforce their company's values.

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Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 208
• Erscheinungstermin: 26. Januar 2021
• Englisch
• Abmessung: 240mm x 161mm x 16mm
• Gewicht: 487g
• ISBN-13: 9781398695610
• ISBN-10: 1398695610
• Artikelnr.: 60321339

Autorenporträt

Lesley Everett is an internationally acclaimed professional speaker and expert on Personal Branding and the human factor of corporate branding. A regular contributor to UK and US media, she has appeared many times on BBC News, Sky Business, CNN and CBS. She is an established author and Executive Brand Coach and was 2013-14 President of the Global Speakers Federation. Her clients include several Fortune 1000 companies, politicians and celebrities as well as the United Nations and Ministry of Defence. She was the first female speaker to be awarded the Professional Speaking Award of Excellence (PSAE) in the UK in 2010. Lesley is the creator of the globally recognised Walking TALL Methodology and is CEO of both Walking TALL Training & Consulting Inc. in the US and Walking TALL International in the UK. She is British and now lives in Monterey, California.

Inhaltsangabe

Chapter
1: What is happening and why; Chapter
2: Internal culture becomes external culture; Chapter
3: What causes people to behave in a particular manner?; Chapter
4: Your brand outside; Chapter
5: The global effect; Chapter
6: The customer experience; Chapter
7: How we can change our culture; Chapter
8: How to apply this training for maximum effect; Chapter
9: The results we can expect
real examples and case studies; Chapter
10: What needs to happen from this point on for the business world to change?

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• • Chapter - 1: What is happening and why;
  • Chapter - 2: Internal culture becomes external culture;
  • Chapter - 3: What causes people to behave in a particular manner?;
  • Chapter - 4: Your brand outside;
  • Chapter - 5: The global effect;
  • Chapter - 6: The customer experience;
  • Chapter - 7: How we can change our culture;
  • Chapter - 8: How to apply this training for maximum effect;
  • Chapter - 9: The results we can expect - real examples and case studies;
  • Chapter - 10: What needs to happen from this point on for the business world to change?

Rezensionen

""At John Lewis we believe our success and reputation is based on the trust our customers have in us to do the right things and do things right. That sense of trust comes almost entirely from customers' positive experience of our staff - experiences we work very hard to optimize. Lesley's book explores and articulates the under-pinning philosophy and practice of this approach in a compelling way which will, I hope, enable other leaders to unleash the power of their people to the benefit of their brand"." Andrew Murphy, Executive Director, Retail, John Lewis Department Stores