A brand, according to Seth Godin is, " the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another."
How do you embed a major global rebrand with your 40-50 top marketing leads - the people responsible for living the brand in the face of the customers.
I've sat in countless meetings over the past 15 years and rarely have they differed wildly from the outline above. Engagement is a little like broadband, you're promised 100MB but rarely during the day does it go about 60MB. And what is more, its usually the same people speaking - me if it's my meeting - talking about pretty much the things I usually talk about.
Defining and creating an employer brand is an increasingly important for building a sustainable business. The battle for the right talent is putting a fresh set of pressures on fast-growing brands.