Here is a great post on going into a deeper level of making your colleagues aware what it means to represent a brand or a company.  This post coming from a CEO ( not a theoretical game plan master) - no wonder many people say that Jonathan’s blog is the gold standard blog for CEOs.  I think he has accomplished a lot in terms of PR and goodwill for his company through his blog.

Jonathan Schwartz’s Weblog : Weblog

The saying goes, “a brand is a promise.” On a personal level, I’ve always felt that statement was incomplete. A promise is the lowest common denominator of a brand - it’s what people expect. Think of your favorite brand, whether search engine or sneaker or coffee shop or free software, and you’ll know what I mean - a brand is an expectation. If you experience anything less, you’re disappointed. A promise seems like table stakes.

But a brand must go beyond a promise. To me, a brand is a cause - a guiding light. For fulfilling expectations, certainly, as well as dealing with the ill-defined and unexpected. It’s what tells your employees how to act when circumstances (and customers) go awry, or well beyond a training course.

A bestselling author of Business books, Seth Godin’s tries to ask whether reading business books are relevant.

I would say they are - of course, some books are worth reading and even analyzing, some books are worth browsing, and some books are best to be avoided.

Seth’s Blog: Do business books work?

Every year, more than a thousand new ‘business’ books get published in the US. Not textbooks or manuals, but general interest books about how to do business better.

Some sell a few hundred copies. Some sell a few hundred thousand. One or two might sell a million. Out of a potential audience of 30 or 40 million white collar workers in the US.

Do they work or are they an utter waste of time?