WHO ELSE BELONGS ON THE BRAND TEAM?

Thus far, the people I’ve talked about on your brand team have been subject matter experts, from marketing, to PR and IR and traditional communications. However, you can and should think of your brand team as just about everyone who represents your company, and you. David Pisor, chief executive of Elysian Hotel, has a broad definition of who is on the brand “team.” It includes every single staff member of the luxury hotel, as well as vendors and even customers. All of them have the ability to communicate both his brand and his company’s brand. “I try to speak with the staff every two weeks about a particular book I’ve read, or an experience I’ve had with a guest, and I’ll ask them to share something with me,” ...

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