The task of this book is to communicate the corporate philosophy to the company staff in a descriptive and entertaining way. The essential messages of the chief executives are to be effectively conveyed; a further objective is to raise employees’ awareness of the brand. The book’s concept focuses on an effective blend of textual content and expressive design, which is thought not only to command attention, but also gets the employees enthused about the content of the brand book and make a lasting impression in their minds. One thousand copies of the brand book were printed, with each em-ployee personally receiving a copy, together with a cover letter.
