AGENDA 0 7/ 14
BOOKS CAR
BRAND AND TAL ENT
BY KEVIN KEOHANE, PUBLISHED BY KOGAN PAGE, £ 2 4 .9 9
Lots of business strategy books talk about brand management. Lots talk about HR and how to manage the talent within your business. What makes this new book, Brand and Talent different is that it examines the relationship between the two, and explains how by taking a joined-up approach, businesses can bring their purpose, ambition and proposition to life from the inside out.
The author, Kevin Keohane, is the Managing Director of creative strategy consultancy BrandPie. His company specialise in advising major organisations on how they can combine their brand management and talent management into one cohesive strategy, having worked on projects like repositioning EY (formerly Ernst & Young) from the inside- out, and developing the employer brand for Coca Cola. Here he shares some of the insights and expertise that huge corporations pay for, in simple advice that any company could use.
The book is broken down into short bite-size chunks, making it perfect for busy business leaders to dip in and out of for a quick thought-provoking read. Rather than focusing too much on theory, Brand and Talent combines academic studies with real life commercial case studies and interviews with top executives, to reveal some fascinating insights.
Examples of types of topics Brand and Talent make the reader consider include how social media can be used to connect your people with your brand, and attract more top talent, and how the people in your company can influence the way your brand is perceived from the outside. Much of it will be the kinds of things you have never stopped to think about before, but when you stop and do so, it seems that by combining your brand and talent strategies you could make both much more effective, whatever the size of your business.
THE SPARK BY GREG ORME, PUBLISHED BY FINANCIAL TIMES, £ 1 4 .9 9
From Apple’s late CEO, Steve Jobs, to Facebook founder Mark Zuckerberg, great business leaders know that creativity and innovation is key to running and expanding a successful business. Not only does it create new products, growth, and profitability, but also harnesses employee enthusiasm and pride. Most importantly, it creates a positive cycle of success and optimism.
In fact, for businesses to survive and thrive, implementing a creative culture is essential. In our world of accelerating global competition, ever-changing technology and radical changes to employee expectations, businesses must be able to successfully innovate and deliver new ideas fast.
But the problem many companies face is how, exactly, to get the initial seed or spark that will capture people’s imagination and snowball into a creative culture. The majority of company leaders simply do not know how to harness creativity effectively or use it to its full potential. Others see it as a ‘mystery’ that’s impossible to get a grip on. This is where new how-to business guide The Spark: How To Ignite and Lead Business Creativity by Greg Orme
— released by Pearson, the world’s leading educational publisher — comes in. Throughout the book, author Greg Orme draws heavily on his 20-plus years of experience within the digital media and marketing sectors, working with senior executives to help transform businesses and develop inspiring leadership.
Orme is an associate programme director at the prestigious London Business School and has worked with many of the UK's best-known brands through his own consultancy, Kirkbright — which runs creative leadership programmes — including Sky, Ogilvy & Mather, Virgin Media, the International Olympic Committee and Aardman Animation.
By following his expert tips, techniques and ideas, readers can expect to see a “creative explosion” with real change within their organisation.
32 | SYB | JULY 2014
WWW.STARTYOURBUSINESSMAG.COM
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