Hugh speaks of the same thing that Simon Sinek’s refers to in his must-watch-TED-talk about they “why”.
But he adds a new angle, speaking of how crucial it is to start marketing to the outside world by marketing to the inside of the company first.
You can call it “Internal Advertising” if you want; I find that a bit old-school, frankly. I prefer the term “Culture Jamming”– changing your company’s fortunes NOT by trying to directly change what the general public thinks of you, but by trying to change what YOU think of you.
If you get the purpose right, the rest is easy peasy lemon squeezy.