Where first the brand was all–determining, the reputation of a business has now become increasingly central; this is just as important as the product or service itself. Consumers and employees expect the company and product, the organization and service to be one. Especially now, in times of crisis, when people look to the essentials in life. The reality for companies is recalcitrant and it can be a tough job to realise the aforementioned objective. Internal branding helps with this. Started as (irreverently said) an advertising explanation service for a company’s own employees, internal branding techniques have proven to be increasingly more applicable in aligning the inside and outside worlds of companies and organizations. But what is internal branding and how do you go about it? Internal branding 2.0 answers the most pressing and frequently asked questions hereby. Luc van Beers and Gaby Nedeski, self–titled experience experts, share their extensive experience and insights in a manner that is accessible, clearly written and attractive. This is a cohesive story but can also be read in separate parts. Ideal for the enquiring manager and the inquisitive student. The discussion carries on at: www.allaboutinternalbranding.com or become a member or our group on LinkedIn: Internal Branding 2.