A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

Jeff Bezos, CEO, Amazon

With employees motivated and empowered to support customers, organizations in turn need to recognize that it’s entirely possible to dramatically increase the power of your brand and through their employees. Building on points we discussed in earlier chapters, marketing is best enabled by employees who clearly understand and connect with customer needs. This is more than just recognizing the value that employees can bring to building brand awareness. It also understands that a growing percentage of today’s customers are conscious of what organizations stand for and how they treat the environment ...

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