"It's moved from treating employees as a liability when it comes to communicating to now treating them more as an asset of engaged
people who live and breathe your brand," says Rohit Bhargava, author of Personality Not Included and senior vp, strategy and planning at Ogilvy.
Pizza Hut, Southwest Airlines, Fidelity and Kraft are among the marketers whom Snyder Bulik cites as responding to a more transparent and socially engaged society, an economy where everyday value trumps aspirational brand attributes, and a lack of trust in corporate America.
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