Much of the literature of branding is around the advertising communication. Whilst advertising takes most of the direct cost of promoting the brand, the biggest element of the customers’ brand experience often comes from their interactions with the company’s staff.

Nicholas uses good, vivid case examples to illustrate his point that companies that really have the majority of their staff as brand ambassadors can reach higher levels of performance.

As a recent UK MORI survey suggested that for most UK companies the majority of staff are either neutral to the brand or negative to it, this book should be important reading for general managers and HR people as well as marketers

http://www.4shared.com/file/4349297/9d997a54/living_the_brand.html

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