Suggests a step for marketing specialists who have realized that significant brand equity is built not just through advertising and public relations efforts. This book states that an integrated brand needs to be lived and expressed through every aspect of the brand's organisational culture, especially the human exchange of customer service.
Janelle Barlow is President of TMI US, partner of the multinational consulting organisation, TMI International. She is a leading author, seminar leader, and international speaker. Her ability to move people to significant behavioral change is the result of decades of professional speaking. Paul Stewart is a Director of TMI New Zealand, which is part of the international human-factor based business solutions company TMI International. TMI works to create Exciting Company Cultures, applying concepts in organisational development, operational processes, internal marketing and communications.