Internal Branding: Communicating and Measuring the Impact
http://www.iabc.com/cwb/archive/2006/0406/venkat.htm

Venkat, Ramesh
Communication World Bulletin
2006

Abstract:

A recent Gallup poll showed that 69 percent of employees are disengaged at work. A survey of human resources managers by PricewaterhouseCoopers in the U.K. found that only 26 percent of employees demonstrated brand values in their day-to-day behavior. These figures suggest that internal branding efforts are perhaps not producing the desired effect. "Living the brand" initiatives cannot work when the majority of employees are not tuned in at work. Great brands are built by consistently delivering on the brand promise, which requires employee engagement with that brand.