How to get employees to live the brand: Employee engagement and the role of the CEO

Mary Katherine Krause

Journal of Education Advancement & Marketing, 2016, vol. 1, issue 3, 236-248

Abstract: Whether one is employed in a nonprofit or for-profit organisation, inspiring employees to live the brand requires an orchestrated coordination of brand values, employee engagement, organisational culture and leadership style. This paper demonstrates how a strong organisational brand highlights the role of the CEO and executive team in engaging employees. Several for-profit and nonprofit organisational examples are provided — Blue Cross Blue Shield, Disney, California Dental Association, Lululemon, Rush University Medical Center, Stamford University, Southwest, World Wildlife Fund and Zurich — and concepts are applied to the current stage of the College of American Pathologists (CAP). Specific concepts include authenticity, elevator pitch, storytelling and brand ambassadors.

Keywords: living the brand; employee engagement; organisational performance; CEO role; storytelling (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2016:v:1:i:3:p:236-248

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