Invertising

Just read the article - Internal Relations - in the latest issue of Brandweek. Long story short - it's about how Pepsi targeted its own employees with a branding campaign before it went public. They coin it "invertising."

Let's face it, whether you are consumer brand giant like Pepsi ... or the local food market on the corner, getting your employees to be brand ambassadors for your company is imperative. If your own people aren't buying into what you're saying or selling ... it's impossible to expect any form of brand belief will be embraced among your customers.

This seems so simple right? You'd think that a company's employees would of course be advocates for the brand 24/7. We all know of course that's not always the case. Even here at our advertising agency, Celtic, we understand the importance of making sure our people embrace and believe in our own brand ... and in turn are sharing our story with the outside world. Doesn't matter what your role is at a company - the most successful brands understand this point, and so do their employees.

- Kurt