Branding success starts on the inside

05/14/2014 | Bloomberg Businessweek

Companies tend to think of branding in terms of advertising and promos, but often forget that internal branding among employees is integral to overall success, writes Steve McKee, president of McKee Wallwork & Co. At Zappos, for example, potential employees must survive multiple rounds of interviews, a four-week training program and a stint answering customer service calls. "[M]ake sure you nurture a culture that corrects (or rejects) employees who operate outside the brand promise. Otherwise your advertising efforts may be for nil -- or worse, backfire," McKee writes.

View Full Article in:

Bloomberg Businessweek

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Full(ish) Stack Engineer (PHP)
Advertising Age
New York, NY
Senior Sales Manager
OnProcess Technology
Ad Operations Manager, The Atlantic
Atlantic Media
Washington, DC
Affiliate Solutions Consultant
Santa Barbara, CA
Associate Director of Ad Operations
Opera Mediaworks
New York, NY