Publisher's Synopsis
Brand-Wise is all about creating a brand of an organisation to attract talent. People presumably view companies they want to work for exactly the same way they look at their interpersonal relationships. People differ in their reasons for choosing to work for different organisations, just as they pick a certain type of person to get into a particular kind of relationship. Therefore, companies need to become beacons of brands that attract talent. It is this talent that will drive efficiency and enhance bottom lines so that some of the profitability can be used to sustain the 're-engineering tactics' of seeking alternate talent. The brand of an organisation has to be constructed carefully. It has to be built with passion, love, honesty and complete caring. It needs tremendous leadership and exemplary vision; it needs visionary zeal and courage. It needs courage, for these are not things that are done ordinarily; it needs the courage to think of the larger well being of the organisation. The branding of an organisation is achieved not by clever advertising but by sharing, caring and a tremendously people-focused management. This book addresses these aspects and states in no uncertain terms why it is important to achieve the said standards and destinations. Brand-Wise makes a strong case for love in leadership and caring in management - a brave new way of smart organisations to get their people to contribute from their hearts. This book is about partnerships - with customers, employers, employees - and how a synchronous relationship can be made to be fun, profitable and long lasting.
