Internal communications #1

Internal communications: building the brand from the inside out

As the world economy struggles to gather pace, companies continue to review and cut back their physical assets – regional locations, unprofitable products, head counts. The pressure to restore profits leads also to cuts in investments that support intangible assets, including brands, often without appreciating the consequences.

Brands are no longer the preserve of advertising agencies and public relations companies to help create a favourable image in the market. A brand can and should be a rallying call that defines a set of values and commitments for the company and helps employees realise those commitments…

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