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How to get employees to live the brand: Employee engagement and the role of the CEO

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  • Krause, Mary Katherine

Abstract

Whether one is employed in a nonprofit or for-profit organisation, inspiring employees to live the brand requires an orchestrated coordination of brand values, employee engagement, organisational culture and leadership style. This paper demonstrates how a strong organisational brand highlights the role of the CEO and executive team in engaging employees. Several for-profit and nonprofit organisational examples are provided — Blue Cross Blue Shield, Disney, California Dental Association, Lululemon, Rush University Medical Center, Stamford University, Southwest, World Wildlife Fund and Zurich — and concepts are applied to the current stage of the College of American Pathologists (CAP). Specific concepts include authenticity, elevator pitch, storytelling and brand ambassadors.

Suggested Citation

  • Krause, Mary Katherine, 2016. "How to get employees to live the brand: Employee engagement and the role of the CEO," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 1(3), pages 236-248, December.
  • Handle: RePEc:aza:jeam00:y:2016:v:1:i:3:p:236-248
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    More about this item

    Keywords

    living the brand; employee engagement; organisational performance; CEO role; storytelling;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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