Brand Champions

The Stages of Creating a Successful Internal Brand Champion Program

Employees have the power to make or break a brand. During a recent Virtual Roundtable discussion, my peers and I leveraged our collective experiences to help put together a roadmap for successful brand championship programs.

Gabriel Cohen
Branding is a well-studied subject – there are countless books that pertain to brand strategy, expression and activation. Similarly, the specific topic of building internal brand champions that act as evangelists to promote employee engagement has joined the ranks of accepted theory and established practice reinforced by previous CMO Club Roundtables and Innovation Summits. During these talks, CMO panelists and experts have been forthcoming in sharing with their peers best practices and programs in the realm of employee engagement. In one such recent