By Kevin Keohane


Many books discuss model, nonetheless extra approximately expertise, but prime firms are figuring out their identification as a service/product supplier is nearly inseparable from their identification as a spot that draws, motivates and merits from thriving talent.

In Brand and Talent, writer Kevin Keohane appears at how firms can larger converse with humans ahead of, in the course of and after their organization with the corporate. He provides a "joined up" procedure that encompasses the wishes of name, advertising, human assets, company communications, inner communications and IT. He integrates educational and advertisement facts, in addition to useful suggestion and contains case stories and interviews.

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Brand and Talent

Many books speak about model, nonetheless extra approximately expertise, but prime businesses are understanding their id as a service/product supplier is nearly inseparable from their id as a spot that pulls, motivates and advantages from thriving expertise. In model and ability, writer Kevin Keohane appears at how companies can larger converse with humans prior to, in the course of and after their organization with the corporate.

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There is also a glossary at the end of this book. Brand architecture Brand architecture is a set of principles clarifying how an organization expresses the relative importance of different brands (or other elements) within its portfolio. At the most fundamental level, brand architecture shows how different brands – and the products or services they relate to – fit into the overall picture. It is the presentation of the way in which brands within a company’s portfolio are related to, and differentiated from, one another (which helps stakeholders navigate the company offering).

2 Continued Brand Description WL Gore Associates Ranked 10 on The Sunday Times 2013 Best Companies to Work For list: ‘WL GORE & ASSOCIATES (UK) is best known for its Gore-Tex fabrics. Since its inception in 1958, the company has worked to develop innovative electronics, fabrics and industrial and medical products. But innovation at the creative technologies firm does not stop at the production line. ’5 Goldman Sachs The inclusion of an investment bank given the current economy might raise eyebrows, but Goldman Sachs is a household name synonymous with high-performance investing.

Examples are Nestlé® KitKat® as a consumer product (a confectionery), or Silent Knight® by Honeywell (a security service). In each case the product or service brand has a reputation within its market, but is provided with additional equity through association with its parent brand. There is also the sometimes confusing architecture category called ‘house of brands’ which refers to organizations such as Unilever and P&G who manage a broad portfolio of distinct individual brands, and the category called a ‘branded house’ in which all brands share a direct and explicit reference to an umbrella brand – but exist as a brand in their own right.

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