That is the title of the pre-conference tutorial that I am co-facilitating with Joe Donovan from La Salle University today as part of the 2009 American Marketing Association Symposium for the Marketing of Higher Education. Last year I led a round table discussion on internal branding and based on the interest from that session, the organizing committee thought that we should offer an in-depth view on this emerging trend for 2009.
The new economy is providing the necessity for organizations to go through the introspective process of visiting or re-visiting their mission and core values to help them determine what is important, and how they should move forward. At the same time, organizations are realizing that now more than ever their most valuable asset is their employees. This situation creates great opportunities for communications and marketing professionals to lead internal branding efforts. By so doing, these professionals create more value for themselves, their departments and their organizations.
Like new media, internal branding is an attribute that all organizations need to embrace. Communications and marketing professionals must do so too. I look forward to an engaging dialogue with today's participants. Does your organization have an internal component in its brand development efforts, and are you playing a strategic role in that process? Internal branding provides the road map for recruiting and retaining your brand champions.
I agreed to serve as one of the bloggers for this conference so I will be sharing more perspectives over the course of the next couple of days. Your comments are welcome.