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Do you market to your own employees?

August 1st, 2007 · 7 Comments · Agency life, Branding, Employees

John Moore over at Brand Autopsy talks about the incredible marketing value that Apple generated when they gave every one of their employees a new iPhone. No argument from me there.

But what do you do when you're not Apple and you can't pop for a $600 phone for every team member?  Most companies don't do anything.  Big mistake.

2dq Read about how one marketer made sure his employees felt appreciated in a way that any business can afford and do.

And yes, the photo is a hint.

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7 Comments so far ↓

  • Lewis Green

    Drew,

    John and I both came out of Starbucks, where brand building and marketing begin with employees. In fact, more dollars are spent to brand internally than externally (by a large margin). The idea is simple: Customer happiness and experience is most influenced by employees. Happy and knowledgeable employees are best suited to build brand and to market products and services.

  • Roger Anderson

    Seems to me there was a time when you drove the company car – at all times. If you worked for Ford, GM, or any other American car company it was expected, and subsidized, for you to have a car made by the company you worked for. You wore clothes made by the company you worked for, or you ate at the company you worked for. It was part pride and part marketing. Now that people change jobs so quickly, and companies not caring about how employees see them, we have what we have. Apathy and boredom at work.

  • Drew McLellan

    Lewis,

    Well, whether people think Starbucks is heaven or the devil — you have to give them credit for not only intellectually understanding branding and marketing but putting their money where their mouth is.

    This is one of those concepts that business owners and leaders really seem to trip over. I don’t know a lot of businesses that actually get/act on this truth.

    Why do you think that is?

    Drew

  • Drew McLellan

    Roger,

    You are very right. Of course, back then, people stayed with a company for more than 3 years.

    How do you think we could reverse this trend? Or do you think it’s too late?

    Drew

  • Roger Anderson

    I posted a couple of pieces about this tenure topic last week under the title CEO Term Limits. As I said there – I think life would be very different if you knew you could not stay in the same job position for more than say 5 – 7 years. Unfortunately, I have not been able to drum up much discussion on the subject, At least not yet.

  • Drew McLellan

    Roger,

    That’s an interesting question. How would you behave differently?

    Drew

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