Internal branding is becoming a key to your overall marketing strategy. The information presented in this post came from six years of experience through over 550 focus groups.
I think the article is trying to say "Your employees have to play along with your chosen image" much like google requires employees to project a light and playful image of the company when working on its behalf.<p>Steve Yegge gave a great explanation of branding at OSCON 2007: <a href="http://blip.tv/file/319044/" rel="nofollow">http://blip.tv/file/319044/</a> (and his ramblings about it at <a href="http://steve-yegge.blogspot.com/2007/08/how-to-make-funny-talk-title-without.html" rel="nofollow">http://steve-yegge.blogspot.com/2007/08/how-to-make-funny-ta...</a> )