From a great post by Carla Enslin, for BizCommunity.com:
If the statement still seems arguable, there is now a large groundswell of opinion that brand building is no mere function of marketing or communication, but rather a primary activity that engages the entire business value chain, from service or product ideation to the design and construction of business systems.
There is a key strategic challenge to this approach. For every dimension of the value chain and all points of contact with stakeholder groups depend on the input and performance of employees, the people of the brand. The conclusion is clear: internal brand building is an absolute imperative for business performance.
Read the rest of the article–Delivering brand promise through human resources–at BizCommunity.com.