Kevin Keohane notes in his introduction that in his 25 years of working across the related disciplines of brand management, marketing, human resources, PR and internal communications, the prevailing source of failure, duplication, waste and squandered opportunity has been the organisational silo. The specialist begets the silo and that is where the trouble begins, he says.

This book is about how to integrate some of the key related disciplines that lie at the heart of an organisation into a more effective whole. Specifically, Keohane focuses on how to integrate brand and talent management so that it permeates every facet of an organisation’s operations. These two areas are the most powerful levers in driving tangible improvement in the performance of your business.

Brand management helps ensure people are aware of you, of what you can do for them and why they should purchase from you.

Talent management, he notes, helps you make sure you get the right people on board to help in the first place and then create an environment where they can contribute more so that your organisation can deliver on its promises.