LEARNING THE ORGANIZATIONAL BRAND WITH COMPUTER-MEDIATED COMMUNICATION

Employees are critical and creative individuals, they're able to contribute to the brand of the organization they work for. Some of them enjoy experiencing graphical brand artefacts, but due to the lack of visual literacy they often damage the brand without even noticing it. In this paper, we propose that for employees to contribute with brand tangible artefacts, they should invest in visual learning, so they can respect the conventions of visual representation. Thus, organizations must provide the appropriate conditions for internal branding activities to happen. We suggest the use of specific systems and tools, in appropriate contextualized computer-mediated communication platforms - such as a Social Brand Centre - for employees to learn and experience the brand.