Book Review: Strategic Brand Engagement by John G Fisher

Kiera Donovan, regional communications specialist at Subway UK takes a look at John Fisher's latest resarch into businesses and their engagement programmes.

By John G Fisher

Published by Kogan Page

According to John Fisher, engaged employees play an integral part in a brand’s success. Strategic Brand Engagement provides a comprehensive overview of how, in theory, using tools and techniques can help organisations deliver their brand’s promise.

The book illustrates a series of useful case studies that show how businesses and organisations have implemented engagement programmes or had to overcome difficult scenarios where employees or consumers have become disengaged.

Working for the Subway brand gives me a unique perspective on the subject. Subway is a franchised business model, which means that every store is individually owned and operated by local business people. Today there are more than 41,000 stores globally yet co-founder Fred DeLuca’s values are still very much at the heart of the business.

A concrete comms strategy is paramount in any business and Fisher highlights how success is a result of positioning engagement issues at the forefront of your agenda. Strategic Brand Engagement highlights that your employees, consumers and partners are the ones driving performance, and ultimately the ones fuelling the profitability of your business.

Bursting with ideas and strategies that can be adopted by any organisation, global or local in size, Strategic Brand Engagement really gets into the nitty gritty of how the minds of your employees work. Use this book to detect your organisation’s level of engagement and find a way to combat disengagement. 

Kiera Donovan, regional communications specialist – EMEA, Subway UK and Ireland

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