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This title provides an authoritative, insider's perspective on inspiring customers and motivating employees with a compelling branding strategy. Featuring articles by marketing executives from some of the top companies in the nation, this book analyzes how differentiation, strategic messaging, customer relevancy, and personal connections can influence a company's image and reputation. From improved employee morale to increased word-of-mouth support, the authors highlight the numerous benefits of an effective engagement strategy while demonstrating how to make these initiatives a companywide effort.