Contents -- About the author -- Foreword -- Preface -- Acknowledgements -- 01 Introduction -- Brand and talent -- How this book is structured -- It isn't complicated, it's just hard -- Part One Brand -- 02 What is a brand? -- Setting the context -- A brief history of branding -- Examples of great brands -- Brand, marketing and sales -- The value of your brand -- Brand is a business management discipline -- Brand and premium -- Brand positioning -- Conclusion -- 03 Defining your brand -- Current state of practice -- The challenge -- Challenges with the current state -- What's the problem? -- 04 Brand delivery -- What's the point? -- How? -- How do you go about delivering your brand? -- Guidelines -- Customer and user experience -- User experience mapping -- Customer brand engagement -- Employee brand engagement -- 05 Brand and social media -- Social media is social communication... technologically enabled -- Social media as an internal tool -- Social media as an external brand engagement tool -- Summary -- Part Two Talent -- 06 The talent agenda -- Before, during and after people join you -- A bit of the history -- CLC engagement model -- CLC's HR EVP framework -- Why do organizations struggle, then? -- Functional ownership of the brand and talent agenda -- 07 Engaging talent -- It is a journey -- The employee lifecycle -- The building blocks of employee communications -- Before we get started... -- Diversity -- Messages -- Media -- Measurement -- Summary -- Are you ready? -- Part Three Brand and talent -- 08 A better way -- Making the connection -- Where to begin? -- How is this different from other approaches? -- 09 Purpose -- A star to steer by -- Getting to a Purpose -- Is your Purpose your slogan or tagline? -- Is this a brand model then? -- What is a Purpose-driven brand?.

What evidence is there that Purpose-driven brands do any better than others? -- Summary -- 10 Ambition -- Summary -- 11 Strategy -- What is the plan? -- Examples -- Summary -- 12 Proposition -- What is the deal? -- Positioning -- Proposition -- 13 Putting it all together -- Putting P-A-S-P to work -- Friction points -- Is employer branding the right approach any more? -- One brand -- The integrated approach -- Network analysis -- It applies to every function -- Testing the approach -- Summary -- 14 Toolkit -- Exercise one: Value disciplines -- Exercise two: Positioning -- Exercise three: Purpose, Ambition, Strategy, Positioning -- Exercise four: Stakeholders -- Exercise five: Messaging framework -- Exercise six: Bringing it all together -- Part Four Insight interviews -- 15 Brand and executive talent - Bob Benson -- 16 Brand and diversity - Beth Brooke -- 17 Brand, talent and the new world of work - Dave Coplin -- 18 Brand, talent and strategy - Mike Cullen -- 19 Brand in a multinational conglomerate - Mr Shriprakash Shukla -- 20 Brand and purpose - Michael Sneed -- 21 Brand and talent - Mark Weinberger -- Glossary -- Talent management terms -- Resources andsuggested reading -- Index.