Internal branding becoming a hot topic for b-to-b

摘要

Be sure to get support from top management before embarking upon an internal branding project. This tip was the one most frequently offered at the Advanced Learning Institute's (ALT) Internal Branding 2005 conference held last month in Chicago. Obtaining upper management support can be difficult, said Aneysha Pearce, conference chairwoman and senior engagement manager at Prophet, a management consultancy headquartered in San Francisco. "[Executives] must understand why it is a business necessity that everyone is an ambassador for the brand," she said. Much of the difficulty comes from the fact that the concept and practice of internal branding are of- ten misunderstood, Pearce said, adding that the variety of methods for implementation are difficult to differentiate and can contribute to the confusion. Joe LePla, co-founder of Parker LePla, an integrated branding and communications consultancy, defined internal branding as "the delivery mechanism for your external brand."