Here's a true story. Many moons ago Woodreed was sat in a mega all agency all business unit marketing meeting for a particular global brand (no, we won't kiss and tell). We were all busy working on a grand plan to make sure the brand's new tone of voice was being integrated into all external communication. All well and good, until suddenly one of the marketing managers from one of the business units spoke up. She admitted that, although we were supposed to be delivering one brand in one tone of voice, she didn't have the first clue what the snappy acronym to remember the tone of voice actually stood for. The internal audience had been completely neglected.

Employee behaviour and performance is a more sustainable point of competitive advantage than any other element of the marketing mix. It's people that give you the edge. Emotional engagement is four times more powerful than rational engagement in driving employee effort.