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“Customer loyalty and employee engagement: an alignment for value”
Matt Gonring for Journal of Business Strategy

Because corporate reputations and, in turn, bottom-line business results, now depend on a corporation’s ability to build strong relationships with customers and employees, quantifying the power vested in employee engagement and customer loyalty is the new business imperative.

“Demystifying Ways Employees Deliver on Brand Promises”
Maril MacDonald for CW Bulletin

While companies can easily measure marketing dollars spent on brand-building initiatives, understanding how the brand drives customers’ purchasing decisions has often proven to be more elusive. How do companies use “brand magic” to form long-lasting relationships with customers?

"Five Steps to Strategy Planning"
Patricia Bayerlein for scm Strategic Communication Management

Underlying any strategic approach to managing communication is a simple plan that makes a direct link between the output of the communication function and the goals and objectives of the organization. In clarifying exactly what we mean when talking about “strategy planning,” Patricia Bayerlein identifies five key steps to the process.

“Telling the corporate story: vision into action”
Morgan Marzec for Journal of Business Strategy

A corporate story is a narrative tool that tells the tale of a company’s strategy in action. It is a clear, structured, compelling articulation of “who we are” and “where we’re headed” that rallies emotional and rational support from stakeholders. More than mere words, however, the corporate story’s strength lies in its ability to align leaders, drive decision making and mobilize the organization.