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How Do You Connect Employees And Their Passion To The Brand?

March 10, 2013

Most interesting!

Steve Farnsworth's Old Blog

Some rights reserved by ecstaticist on Flickr

Often companies “roll out the new re-branding” to employees. and the marketing team then quickly puts a check mark in the done box and they’re on to the next. Often brand managers focus only on the communications deliverables and not the holistic reality of creating passionate brand ambassadors from within the company.

B2B, midsized companies, and especially tech companies are notorious for this painful disconnect. Not many companies are deeper tech than Xilinx. They design and supply programmable electronic systems. For simplicity just think semiconductors. Yet, they are a well branded company, which is unusual for their industry.

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How Do They That Make That Happen?

They have warehouses full of uber smart engineers who are also passionate about…

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