Living The Brand: How To Transform Every Member Of Your Organization Into A Brand Champion

LIVINGTHE BRAND ii This page is intentionally left blank iii LIVINGTHE BRAND how to transform every member of your organization into a brand champion 3rd edition Nicholas Ind IN ASSOCIATION WITH London and Philadelphia iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2001 by Kogan Page Limited Second Edition 2004 Third Edition 2007 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.kogan-page.co.uk 525 South 4th Street, #241 Philadelphia PA 19147 USA © Nicholas Ind, 2001, 2004, 2007 The right of Nicholas Ind to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5083 0 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Ind, Nicholas. Living the brand : how to transform every member of your organization into a brand champion / Nicholas Ind. -- 3rd ed. p. cm. Includes index. ISBN 978-0-7494-5083-0 1. Brand name products. 2. Business names. 3. Management--Employee participation. 4. Corporate image. I. Title. HD69.B7I533 2007 658.8927--dc22 2007036040 Typeset by Saxon Graphics Ltd, Derby Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall v Contents Introduction 1 1 I’m genuinely feeling groovy 3 2 Living brands 15 3 Why people need vision and values 27 4 Why organizations need purpose and values 41 5 Defining the brand 71 6 Bringing the brand to life 105 7 Sustaining the brand: stories and myths 137 8 Measuring success 155 9 Managing the brand 171 Conclusion 181 Index 187 10 vi This page is intentionally left blank