Interview: Today's Manager, publication of Singapore Institute of Management

Soliciting Diverse Perspectives

"When it comes to inducing a sense of brand ownership within employees and vendors, it is important to solicit diverse perspectives. Drago Djourov, Managing Director of DD,  sees the concept of internal branding as a dynamic force that is an extension of ideas inside the organisation. These ideas are projected into the world of the consumer. He believes branding to be a consolidated holistic effort rather than multiple independent endeavours taking place inside and outside the organisation."