12 January 2006

Marketers: Don't Ignore Your Company's Employees

Businesses can't build great brands if they overlook their internal customers

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
In creating their brand images, businesses typically focus on the external world. They take a walk outside the organization to see how they look through the eyes of the prospects and customers they hope to entice. But too often, those companies overlook an audience that's every bit as important as the external one: the employees who "live" the brand every day.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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