Addressing the need for a re-focus and re-alignment of corporate culture in order to succeed in a business world that demands trust, respect, and strong values, Corporate Brand Personality explains how to lead and engage employees at all levels within a company to be consistently engaged with their brand's values. Informed by the recent collapse of several prominent corporations in recent years, author Lesley Everett taps into the move of putting people back into the heart of business to ensure that trust is at the core of any organization. Using case studies and real life examples based on her own experience, Everett shows how improving people behavior, communication, and increased engagement helped to create a strong authentic brand for international companies, including GE Capital and Marriott. Additionally, she looks at how internal culture becomes external culture, explores root causes of negative corporate branding and behavior, illustrates the potential of social media's impact, and how a brand is projected to customers and suppliers.