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Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand by Catherine Kaputa

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Chapter 8Company Culture:One Team with One Dream

An idea can turn to dust or magic,depending on the talent that rubs against it.

—Bill Bernbach, Legendary “Mad Man”

A hot new area of branding today is internal branding, the brand you build inside your company with employees. Successful entrepreneurs and big companies alike realize that it’s not just a race to attract customers, but you also need to attract the best talent and create a strong company culture. A key audience for breakthrough branding comes through the door into your company each day.

You will be more successful if you have a strong employer brand, a culture that thrives on growth and where there is a dream team at every level of the organization.

EMPLOYER BRAND: the culture and ...

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