Branding Inside Out Internal Branding in Theory and Practice

"Nicholas Ind and his colleagues have it exactly right when they show that great brands are sown and cultivated rather than manufactured. The next step is to make the best possible use of these insights: to let the human impulse to learn, co-operate, and live out our deepest values help create thriving businesses that address rather than worsen the world's most challenging problems." ("Vincent Stanley, Director of Patagonia Philosophy, United States")
"Bridging theory and practice, the writers of Branding Inside Out prove the vital role that employees play in building brands. This insightful book demonstrates that it is employees who create powerful experiences for customers and thus build strong brand value." ("Professor Bernd Schmitt, Columbia University, New York")
"Ind presents an imperative for internal branding as much more than clever communication. The book, through collaborators and exemplar cases, compellingly demonstrates that values, culture and engagement can empower employees to continuously recharge their brand passion and live the brand to create and co-create value for and with customers." ("Bill Merrilees, Professor of Marketing, Griffith Business School, Australia")