Brand unrest

Ian Buckingham

Industrial action is damaging to your brand and often happens when brand values are not engaging with employees

I define the slippery term 'brand engagement' as the sense of willing connection between stakeholders and brands, resulting in increased loyalty and improved performance. It is based upon free will. It is more emotional than rational and, unless someone bothers to measure it, we tend to take it for granted. At least, until the relationship breaks down.

I cling passionately to the notion that a brand is the sum of customer interactions with the people who deliver the promised service. Brands are built from within; any chief executive worth their salt knows it, but it remains an uncomfortable truth for most marketing departments. Brands, in practice, have very little to do with promises made through advertising. They're all about promises met by employees.