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Less Sizzle, More Steak: Making your brand work for employees. Paul Mlodzik, ABC, MC Vice President Marketing and Agency The Co-operators PM COMMUNICATIONS © 2005 Agenda Overview of Branding Definition, Key Concepts, etc. Case Study: Defining Brand Attributes The Co-operators "Heritage" brand campaign Making the Brand Real for Employees Executing an "Internal Branding" Strategy How to integrate internal and external focus Tips & Traps PM COMMUNICATIONS © 2005 What Is A Brand? A brand is made up of the tangible and intangible associations consumers form about a company and its products/services. Brand has its own unique elements: Visual (logos, ads, offices) Emotional (feelings from advertising or direct experiences) Cultural (“how we do things around here”) The brand is the experience that is delivered to clients every day. PM COMMUNICATIONS © 2005 Less Sizzle, More Steak: Making your brand work for employees. Questions? Paul Mlodzik, ABC, MC [email protected] PM COMMUNICATIONS © 2005