Chapter 10. Great Brands Are Supported from Within—The Role of Management
Employment branding, that is, communicating the brand message to staff, is an idea that has gained momentum in recent years among branding experts. Brand expert Michael T. Ewing says,
[Employment branding] may be due to the realization that advertising is probably the most visible, recognizable and memorable element of organizational communication. As such, it has the potential to become a purveyor of organizational symbolism and mythology and thus to be part of the cultural, ritual and interpretive organizational fabric that is the thick medium through which leadership creates climate and thus organized action.[1]
Imagine the type of organization to which Ewing could be referring. ...
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