Agri Marketing

People Powered Branding

Regardless of division, department or job function, there is one touch point that connects all people in a company--the corporate brand. When all employees consistently behave in a way that expresses the business's core beliefs, the company is practicing "people powered branding."

In "The People Powered Brand: A Blueprint for B2B Brand and Culture Transformation," my colleague and Co-author Joe Bannon and I define "people powered branding" as, "The process for creating and delivering a consistent, credible, desirable and unique expression of a company's core beliefs and intent by aligning its products, marketing actions and employees' behaviors to the commitments and concerns of the customer. …

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