The Rise of Technology Means Employees Have Greater Control over Brand Identity

Julia Gometz

Fierce global competition and new technologies mean that employees can strongly impact a company’s brand identity. However, not enough companies are adopting strategies to positively involve employees in the brand. A workforce can work "for" or "against" the brand. A brandful workforce charges forward FOR the brand. There are two significant global changes that support the call to action for organizations to consider early adoption of building a brandful workforce: 1. The end...
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