Engaging employees can bring a brand to life

This is an excerpt from an article in our latest issue of Buzz Magazine on the value of a brand in B2B marketing.


When marketers contemplate bringing a brand to life, thoughts often flow to the traditional four P’s of the marketing mix: product, price, place and promotion. Yet, many prosperous business leaders today would argue that the traditional four P’s overlook the most important aspect of building a successful brand: the people.

Many experts agree that it is the employees, through their understanding of and belief in a company’s philosophy, who truly build the customers’ image of an organization. Nicholas Ind, a writer and brand consultant, says an organization’s focus should be more on “bringing a company’s ideology to life internally to enhance brand value” because long-term brand — and business — success depends on the customer experience. Employee actions and behaviors have a direct impact on customer experiences.

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