Brand Manners
How to Create the Self-Confident Organisation to Live the Brand
Published on 16. January 2001
Book
Hardback
XX, 314 pages
978-0-471-49606-9 (ISBN)
Unfortunately, price unknown
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Description
How to create an organizational culture that promotes brand image and builds customer loyalty
Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty.
Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture, previously Andersen Consulting, in London.
Reviews / Votes
"accessible and reader-friendly book." (Ambassador, March 2001) "Contemporary stories, useful summaries and a how-to-guide for chief executives, directors, staff, management and customers make this an essential read for budding brand builders" (Sunday Times, 22nd April 2001) "The authors offer a solid framework to help companies to look on a strong brand as a way to change a 'command and control' mode into a more self-confident organisation." (Chartered Secretary, May 2001) "I recommend that you buy and read it." (Marketing, 24 th May 2001) "This book show ways in which a sales force, call-centre, shop floor and even an entire boardroom can be enlisted for the benefit of the brand and the company." (Sales Director, May 2001) ." I would recommend this book to anyone who wishes to apply a more focused and driven approach to their work." (Accounting Technician, November 2001) ".enlightening and inspiring." (Public Relations Quarterly, Winter 2001)More details
Product info
gebunden
Edition
1. Auflage
Language
English
Place of publication
Chichester
United Kingdom
Publishing group
John Wiley and Sons Ltd
Target group
Professional and scholarly
Product notice
sewn/stitched
Cloth over boards
With dust jacket
Dimensions
Height: 235 mm
Width: 157 mm
Thickness: 22 mm
Weight
655 gr
ISBN-13
978-0-471-49606-9 (9780471496069)
Schweitzer Classification
Other editions
Additional editions
Book
03/2003
Wiley
€24.00
Article not available at the moment
Persons
HAMISH PRINGLE is the director of Brand Beliefs Ltd and the IPA Consultant Director of Marketing Strategy. He has previously held the posts of Vice Chairman, Director of Marketing at Saatchi Saatchi, Chairman of NABs (the communication industry charity), Chairman of the IPA Advertising Effectiveness Committee, and has been an IPA Council Member. He gained a BA in PPE from Trinity College, Oxford. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands.
WILLIAM GORDON is Strategy Partner with Accenture (formerly Andersen Consulting), one of the world's premier management consulting firms. He obtained a BSc in engineering at King's College London and an AMBA Diploma in INternational Studies at London Business School. He has previously held the post of Senior Vice President at Gemini Consulting.
Content
Introduction
PART ONE: The Brand Manners Book of Life
"Manners Maketh Man"
Customers-The Brand Promise and Individual Brand Manners
Corporations - Happy Surprises
The Tesco Story
PART TWO: The Brand Manners Way
The Self-confident Organisation
Brand Manners Approach
Brand Manners in Action
The Orange Story
PART THREE: The Brand Manners Improvement Cycle
Section One: Individual Behaviour
Conditioning Creates Brands
How Boundaries Create Self-confidence
Making the Most of Habits
Reducing Stress in the Organisation
Section Two: Encounters
Being Ready to Defend the Brand
Minimising Corporate Distance
Managing the Irrational
How Trust Fits In
Section Three: The Brand Promise
High Tech, High Touch in Branding
Dealing with the New Consumerism
How Brand Problems can be Part of the Solution
Protecting the Brand
Section Four: "Happy Surprises"
How Defining Gestures Build Brands
Really Listening Adds Real Value
The Power of Customer Pledges
Moments of Truth
Section Five: "Feeling Good"
Defining Outstanding Customer Service
The Importance of Under-promising and Over-delivering
How Enabled Employees can Deliver for Customers
Recruiting in Line with the Brand's Values
PART FOUR: The Brand Manners How-To Guides
The Chief Executive Officer
The Marketing Director
The Employee
Management
Customers
Conclusion