People are a business’ most valuable asset, and according to a study by Dale Carnegie, organizations with engaged employees outperform those without by 202%. Successful companies know that investing it their people is good for their brand and good for their business. But while 90% of leaders think an employee engagement strategy will have an impact on their business success, less than 25% actually have one.

Employee engagement creates the emotional and functional commitment an employee has with an organization and its brand. Here are some examples of brands doing it right.


A couple of weeks ago, I had a cold. Nothing serious, but like most of us, my daily calendar at work and at home was full of “to-do’s” that wouldn’t go away just because of a little cough. So I grabbed a bag of cough drops and tissues, and got on with life.

My go-to cough drop is Halls. The medicinal taste, and the sinus-clearing menthol, let you know it’s working. Halls has a great brand, and their tagline, “A Pep Talk in Every Drop,” tells me that it’s going to do exactly what I expect.  It’s not going to cure my cold, but it will alleviate enough of the discomfort that I can do what I need to. (more…)

Wow! That’s what I thought to myself 15 minutes into a Bruce Springsteen concert I recently attended. His energy was over the top. As I looked around, I saw an enormous range of ages and personalities worshipping Bruce. The crowd LOVED him, and I was particularly taken by the connection he had with the men in the audience.

While I have always liked Bruce, I am not a fanatic. But, as the concert progressed, I found myself becoming increasingly more intrigued by his performance, and his brand. He looked great. He was physically fit. He sounded amazing. And, he was connective. Sure seemed like “The Boss” to me. (more…)