Branded Customer Service: The New Competitive Edge

2. On Brand or Off Brand?

3. Branding Basics

4. To Brand or Not to Brand

5. Generic Customer Service or Branded Customer Service?

6. Three Brand Power Tools: Likeability, Reinforcement and Consistency

Part II: Imbedding On-brand Service into your Organizational DNA 7. Inside Out Branding(TM)

8. Culture Change: Myth or Possibility

9. Communicating to Ensure Brand Resonance

10. Internal Word of Mouth: the Role of Brand Champions

11. Human Resources: The Window to the Corporate Soul

Part III: The Branded Customer Service Tool Box12. The Brand or the Bland: Defining Your Product or Service in the Minds of Your Staff

13. Great Brands are Supported from Within: The Role of Management

14. The Theatre as Teacher in the World of Brand Deliver

15. Selling In a Branded World Linking: Your Brand Proposition to your Sales Messages