A couple of days ago I asked all my HR friends on Twitter: “What’s the simplest definition of brand you have heard” and the best response I got was, “What people think when they think of you.”
Underscoring the importance of branding is the recent news from Europe that Publicis won the RBS recruitment advertising account in a hotly contested RFP. The business will be handled by Publicis “Engage”, a brand new recruitment and employment branding entity. This is the second time in a month that a well-known brand opted for a non-traditional firm to handle its recruitment (McDonalds/VCCP). This might signal a trend, which I, for one, am in favor of, that employers reviewing their future employment strategies and branding are taking a “consumer” approach! It’s a great time to be focusing on branding and engagement challenges and opportunities.
Early in the book, Hugh asserts that “Great ideas alter the power balance in relationships. That’s why great ideas are initially resisted.” What’s your big idea? How have you been an entrepreneur or intrapreneur? How have you “ignored everybody” or at least ignored conventional wisdom? Share your story with me in the comments section of this post and I’ll share Hugh’s book with you!
