Internal Branding What Is That Exactly?

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By Allan Steinmetz

Everyone knows what a brand is, and everyone knows what advertising is. Some of us may be confused

about promotion and merchandising but most have a basic idea, at least, of what they are. Lately, a lot of people have been asking me about internal branding. What exactly is internal branding? It’s definitely a hot topic, on which seminars and workshops are offered all around the country. By my count, seven major internal branding conferences were held this past year, and we participated in four of them, and even chaired the American Strategic Management Institute’s Internal Branding Summit in late April, where we heard some outstanding presenters address the topic.

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