List of Tables and Figures     xi
Introduction     1
The philosophy of the book and the concept of participation     1
The participatory branding philosophy     5
Introducing the assemblage model     10
Conclusion     15
Two Concepts of Brand Building
Introduction     17
The Outside-In Perspective     21
Outline: 1960 onwards     21
The nature of brands and branding     23
Understanding customers     27
The challenge of research     28
Using customer knowledge to build brands     35
Giving brand values meaning     38
Communicating the brand     41
Conclusion     46
The Inside-Out Perspective     49
The beginnings of inside-out thinking     49
Citizen employees     51
The value of values     57
Behavioural branding     65
Connecting employees and customers     71
Conclusion     77
Participatory Branding and the Assemblage
Introduction     81
A Participative Approach to Marketing     85
From marketing to market orientation     86
The principles of marketorientation     88
Applying market-oriented thinking     90
Participatory market orientation (PMO)     92
Recipe for moving to PMO     96
Conclusion     101
Participatory Marketing     105
Connecting and co-creating with customers     107
Building internal engagement     110
Integrated marketing     115
Enhancing brand equity     119
Brand equity and financial brand value     123
Conclusion     128
Human Resources     131
The role of people in the organisation     132
The right people     138
Building identification, internalisation and commitment     145
Retention and development     150
Conclusion     158
Culture     161
Understanding culture     166
The use of narrative     173
Organisational sense-making     180
Participative cultures: participating and networking     183
Conclusion     188
Participatory Leadership     193
From arboresence to assemblages     196
Storytelling and transformational leadership     202
Symbolic acts      205
Reinforcing the vision     210
Conclusion     214
Evaluation     217
The idea of branding governance     218
Organising for management decision-making     220
Branding governance: the assemblage branding elements     224
How can brand equity and marketing efforts be measured?     228
How can HR drivers be measured in branding governance?     229
How can organisational culture be measured in branding governance?     234
How can leadership be measured?     238
Presenting the data     241
Conclusion     243
References and Bibliography     245
Index     265