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The role of storytelling in co-creating a corporate brand with employees (2015)
Presentation / Conference
Spear, S. (2015, April). The role of storytelling in co-creating a corporate brand with employees. Paper presented at 10th Global Brand Conference

Organizations are increasingly realizing that brands cannot be solely controlled by managers, but are instead co-created with stakeholders through their interactions and experiences with the brand. The co-creation of the corporate brand with employee... Read More about The role of storytelling in co-creating a corporate brand with employees.