brandchannel.com | Living the Brand | Nicholas Ind | brand | brands

Living the Brand
By Nicholas Ind
Kogan Page (2004)

brandchannel.com says: Offering to “Transform every member of your organization into a brand champion,” this book begins with a look at Patagonia’s enviable employee culture, and covers more complex issues of large or corporate brand culture using among others, Virgin as an example. While we can certainly learn a lot from successful examples of internal brand management, what might be more insightful is a closer look at how two brands that are squashed together through M&A can achieve a more cohesive culture as one. Ind offers only a couple pages on this typically painful event. (RR Mar-04)