The process of eliciting support for a company and its activities among its own employees, in order to encourage them to promote its goals. This process can happen at a number of levels, from increasing awareness of individual products or marketing campaigns, to explaining overall business strategy.
co-ordinating internal exchanges between the firm and its employees to achieve successful external exchanges between the firm and its customers (717)
Orchestrating the experiences employees have with an organization in a way that encourages them to Be the Brand and say with enthusiasm and commitment, "I get it. I know what I am supposed to do to contribute to the Brand Harmony we are trying to create."