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Explanation: Лозунг "live the brand!" предначен для сотрудников или организации в целом. Все должны стеной стоять за общее дело, жить и мыслить делами фирмы.
Martin Roll: There are three guidelines we can use as checkpoints. Ask:
1. Does the entire organization understand the brand strategy? The brand values?
2. Has everyone been given training and guidelines on how to support and live the brand?
3. Is everyone given feedback on how their behaviors and attitudes fit the brand strategy?
Loving the brand is not enough. You have to live the brand! The blood of the brand must flow through your veins. Living the brand means making it part of you! Making the brand part of you means delivering quality in everything you do--one phone call, one interview, one placement, one client/talent touch at a time.
Whilst companies are well aware of the importance of brands and invest hugely in traditional brand-building exercises, like advertising and direct marketing, Blackshaw sees them to be reluctant to address the role that employees have to play in service delivery. "Companies are not investing in inspiring employees to live the brand promise.