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Purpose
This paper provides an interview with John Fleming and James Asplund.
Design/methodology/approach
This paper provides an interview with John Fleming and James Asplund.
Findings
There has never been a better – or more important – time for HR professionals to play a strategic role in defining and managing the brand in service economy companies. If your company's employees are truly the “face” of the brand in the marketplace, then they represent a potent weapon in your company's marketing arsenal.
Originality/value
The paper provides an insightful interview with John Fleming and James Asplund.
© Emerald Group Publishing Limited
2007
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