ABT’s approach is company people first, customer audiences second.
Staff need more than money; they need a sense of purpose and they need to be inspired. Now, when they’re inspired by your brand ethics, purpose, proposition and values they’ll be your biggest brand asset (after all, if they don’t love the brand, then who will?) And it’s worth remembering that your people are consumers too, so how they experience the brand internally shouldn’t be less favourable that how they see it behave externally – you could be left with a nasty case of brand disconnect. |
