This book was created for internal employees. Internal Branding has become one of the most important aspects of an organization’s branding strategy and their quest for competitive differentiation. An organization which is not aligned on the inside often fails to deliver their brand consistently to their external stakeholders.
The biggest mistake organizations make is to invest in external branding without focusing from within, leaving employees unaligned, disorientated and disconnected from your brand. This book was a fun way to accurately and consistently share Sallie Mae’s brand promise, mission, and values.
Oh yeah, the book also came with a house of cards pack allowing employees to build and share their own brand towers. People retain more information by doing.
