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Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand. "Living the Brand" demonstrates how you can empower and enthuse your employees to create "brand champions". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals.

Today, the power of the Internet extends far beyond research, data collection, and news feeds. Companies can engage clients in healthy dialog, create brand evangelists and empower employees to promote your company to audiences previously inaccessible.

Chances are your employees are already engaging in social platforms, so why not empower them as brand advocates?

Each brand is classified under an Engagement Profile, according to the brand's magnitude of presence and engagement. Those with high engagement and many channels (on the top right quadrant) are called mavens while those with one channel and low engagement (lower left quadrant) are named wallflowers.