New wave in branding

Corporate branding is moving in a new direction where personnel are being actively used in the branding of a company. At TrygVesta the personnel/human resources department has been eliminated and insurance sales personnel must now adjust to the title of "safety suppliers".

According to CBS-professor and Associate Dean of the CBS Full-time MBA programme Majken Schulz, they are following what she calls the »second wave of corporate branding«.