Branding? Then Train Employees to Walk the Talk It's one thing to promote a company's brand to customers and the public. But how many companies make an effort to internalize the brand so that employees' actions and rewards are in sync with the firm's external messages?

Not as many as you'd think, says Jeffrey Horn, a principal with Towers Perrin (www.towersperrin.com), a management and human resources consulting firm in New York. Results of a recent mini-survey of 27 companies conduct

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