A case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Critical enough to remain credible yet overwhelmingly positive, it is a charismatic illustration of how to achieve true brand engagement.

Table of Contents

Introduction and Context Case Studies on Values-based Brand Engagement Brand Stories from The Front Line Champions Brand Stories from The Engine Room The DNA of a Brand Champion - 'what does it take'? Conclusions, Key Learnings Overall and Launch of the Search for Brand Champions Competition

About the Author

IAN P. BUCKINGHAM is a leading author in the field of Branding and Marketing. He began his career in the Financial Services and has since held positions in Consultancy positions in various companies developing Organization Development Strategies and Management Development programmes. Buckingham has a reputation as an iconoclastic critic of some of the more draconian and spin-oriented practices of the agency and corporate world and is widely quoted in a range of industry publications. Most recently, Buckingham has established Bring Yourself 2 Work, a consultancy which champions the need for authenticity in communication between business owners, staff and their customers.