Make Internal Brand Equity Strongest Piece of Value Chain

These days, executives have little more to hang their hats on than their organization's brand equity with stakeholders. Developing and maintaining this among each stakeholder group is a monumental task, but a very critical one. Communications executives almost unanimously agree that starting inside the company with employee engagement is the shortest route to overall branding success. "Companies that are quick to discern workforce drivers of engagement have a significant competitive advantage," says Paul Sanchez, former worldwide partner of Mercer Consulting (he recently retired). "More and more companies recognize that how employees perceive their work experience has an impact on business results.

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