Contents -- Acknowledgements -- Introduction -- 01 What is strategic brand engagement? -- Defining strategic -- Defining your brand -- Defining engagement -- Starting the engagement journey -- 02 Why engagement matters -- Building the case for engagement -- Employee engagement -- Costs vs benefits -- Channel partner engagement -- 03 What is a brand? -- Rebuilding trust -- Where did brands come from? -- The rise of service businesses -- 'Me-too' products need more engagement support -- Trust is easily lost -- The chicken maharaja mix -- Branding and long-term engagement -- 04 Who are you and who do you want to be? -- Cognitive dissonance -- Benchmarking -- Building the vision -- Agreeing the vision and values -- HR and marketing working together -- 05 Leading brand engagement -- What is leadership? -- True engagement needs an engaged leadership -- Power sharing in practice -- Transformational leadership -- Brand engagement leadership -- How to lead... the future -- 06 Measuring strategic brand engagement -- Master of all you survey -- Getting 'engagement' with surveys -- Choice of questions -- After the initial survey -- 07 Marketing brand engagement internally -- Some basics about corporate communication -- Packaging the brand values -- International aspects -- The cost of communication -- Promoting employee engagement -- Places of engagement -- The fifth 'P' is participation or people -- 08 Ambassadorship and advocacy: taking the employer brand into the channel -- Employed sales forces -- Channel engagement programmes -- Brand match vs brand clash -- Customer advocacy -- Closing the brand engagement circle -- 09 Engaging through experiences -- What is 'experiential'? -- Employee and channel experiential events -- Measuring experiential activities -- Social media point the way -- 10 Engagement and social networking -- How did we get here?.

The internet changed everything -- Social media -- Pandora's box -- Professional help -- 11 Rewards, recognition and respect -- Cash vs non-cash -- Reward choices for engagement -- Recognition programmes -- Creating mutual respect -- 12 Recruitment and the employer brand -- A 'Great Place to Work' -- Employee value propositions -- Social networking -- 13 Dealing with disengagement -- Disengagement and disinterest among employees -- Channel disengagement -- Advocate disengagement -- Removing the 'dis' from disengagement -- 14 The future of strategic brand engagement -- Joined-up engagement -- Engaging with the workforce of the future -- The wider brand engagement community -- Engaging with the disengaged -- Engagement and loyalty -- Bridging the generation gap -- The engagement VP -- Bibliography and online resources -- Index.