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    Intrabranding
    Cód:
    491_9780974501772
    Branding, or external corporate messaging, will fail unless your internal stakeholders know, accept, and adopt that messaging. The only remedy is intrabranding: continuously selling and enforcing your corporate brand inside your enterprise. The enterprise is akin to an arch, one of the strongest structural elements; intrabranding is the keystone of that arch. This wedge-shaped keystone holds the archs other stones in compression and in place, enabling them, as a unit, to bear massive weight. No enterprise can succeed at branding without first excelling at intrabranding, and this book teaches CEOs why and how to do so. Only the agile can win.Marc Rudov, branding advisor to CEOs and author of Brand Is Destiny: The Ultimate Bottom Line and Be Unique or Be Ignored: The CEOs Guide to Branding, warns every chief exec: If you and your woke employees are more obsessed with social justice than attracting, retaining, and profitably serving paying customers, your companys agility and future are imperiled!
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