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Jennifer Aaker: Building Brands Inside-Out

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Uploaded on Nov 29, 2010

Focus on making your employees excited about the brand, rather than just the customers. This is the new face of forward-thinking companies, says Jennifer Aaker, a professor with Stanford's Graduate School of Business. This strategy is now employed more often, giving employees their own blogs, Twitter feeds, etc., which allows customers to get excited about a brand they can come to trust.

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