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Can you effectively build a brand identity if your employees don't buy into it? Because of the key role of employees in brand delivery, building and nurturing the internal brand is as critical to an organization's success as promoting the external brand. This book shows leaders across an organization how to work together to motivate employees to embrace the meaning of the brand, and thus consistently deliver the experience it promises to its customers. It also explains how internal branding can be used recruit the best new employees. The authors provide the first comprehensive, step-by-step guide for creating legendary brands from the inside out. Features include practical examples and case histories from famously employee-friendly companies like Southwest Airlines and Yahoo!; tools and worksheets for breaking through silos and building the brand, including meeting agendas and presentation ideas; and methods for building a new brand, improving a current one, or rehabbing a broken brand. About the Author Libby Sartain is Senior VP of Human Resources and Chief People Yahoo at Yahoo!, Inc. Prior to joining Yahoo! in August 2001, Sartain was Vice President of People at Southwest Airlines, where she led all human resources functions. She also played a key role in developing an employment brand strategy which helped double employee growth in six years and fostered the company reputation as a leading employer of choice. She also served as chairman of the Society for Human Resource Management (SHRM) in 2001 and was named fellow of the National Academy of Human Resources in 1998. She is author of HR from the Heart (AMACOM), co-editor of On Staffing (Wiley). She lives in the San Francisco area and earned degrees from the University of North Texas (MBA) and Southern Methodist University (BBA). Mark Schumann is a principal and communication consultant at Towers Perrin, with a focus on organizational and human resource communications. He has also been Manager of Employee Communications for Frontier Airlines. He has also won 10 awards of excellence in employee communications from Business Insurance Magazine. He is a frequent author of articles for leading corporate communication publications including IABC's Communication World and a well-recognized speaker on organizational communication issues. He holds an MA from the University of Denver and a BA from Austin College. He lives in Ridgefield, CT and works in both Dallas and Stamford, CT.