"Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This can be achieved by building meaning, purpose and values into the organization to foster a culture of enthusiastic employee participation. This book is about how organizations can empower and enthuse their employees to create 'brand champions"." "With the use of original international case studies, Nicholas Ind offers insights into, and discusses the problems of, articulating and then delivering brands through people. The book examines the nature of branding and why people have become such important definers of the brand. The conclusion is that both organizations and people need values - it is essential to their well-being and sense of worth."--BOOK JACKET.