"Branding Governance" challenges traditional thinking on brands.
Bestselling author Nicholas Ind and cross-cultural communications
expert Rune Bjerke expose the flaws in a marketing-led approach to
brand-building, and offer in its place a highly-participative,
organization-wide process that delivers fulfillment to employees
and value to customers.
Drawing on a wide range of sources, they show that the key to a
participatory approach is that customers and other external
audiences must join managers and employees as active participants
in defining and developing the brand. This requires the
relationship between organization and customer to be one of trust,
respect and authenticity.
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