ABSTRACT
The chapter describes qualitative research conducted with three firms that emphasize brand building from the inside out. Their stories illuminate the scenarios where the approach is most applicable and identify practices that foster success. The three companies profiled here were selected from a larger project examining organizations that cultivate internal culture to affect brand meaning. Each of the companies exhibits intentional execution of the inside-out approach to brand building. In comparison to conventional brands, whose focus is largely external using paid communications to persuade consumers to buy into their promise; these culture-based brands start from within, manifesting internal values in all aspects of their behavior. Inside-out brand building is not just a 'marketing thing', it is an interdisciplinary agenda. Although there are many potential ways to orchestrate a brand culture, our research revealed four practices that may be effective for other firms seeking to embrace this new style.
