Interview with John Fleming and James Asplund

Purpose – This paper provides an interview with John Fleming and James Asplund. Design/methodology/approach – This paper provides an interview with John Fleming and James Asplund. Findings – There has never been a better – or more important – time for HR professionals to play a strategic role in defining and managing the brand in service economy companies. If your company's employees are truly the “face” of the brand in the marketplace, then they represent a potent weapon in your company's marketing arsenal. Originality/value – The paper provides an insightful interview with John Fleming and James Asplund.