Brand Manners: How to Create the Self-Confident Organisation to Live the Brand

ISBN-13: 9780470856109 / Angielski / Miękka / 2009 / 336 str.

Hamish Pringle; William Gordon

Opis

How often has a company's handling of a customer's telephone call turned out to be a turn-off? How often has a customer query in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind brand positioning and communication, a reputation can be ruined by one poor interaction with a customer. The challenge for any brand-focused company is to ensure that the whole organisation actually 'lives' the brand. New in paperback, Brand Manners is the runaway bestseller that demonstrates why a company needs, and how it can create, a branded service culture that consistently exceeds customer expectations. Drawing on a host of major case studies, Hamish Pringle and William Gordon show how any company can align its internal and external brand values to build a 'self-confident' organisation.

Spis treści

Dedications.

Quotation.

Acknowledgements.

Publisher′s Note.

Preface.

Foreword.

THE BRAND MANNERS BOOK OF LIFE.

′Manners Maketh Man′.

Customers – The Brand Promise and Individual Brand Manners.

Corporations – Happy Surprises.

The Tesco Story.

THE BRAND MANNERS WAY.

The Self–confident Organisation.

Brand Manners Approach.

Brand Manners in Action.

The Orange Story.

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.

THE BRAND MANNERS HOW–TO GUIDES.

The Chief Executive Officer.

The Marketing Director.

The Employee.

Management.

Customers.

Conclusion.

Quotation.

Bibliography.

Webography.

Index.

O autorze

Hamish Pringle is Director General of the IPA, the Institue of Practitioners in Advertising. Previously he has held senior positions in leading agencies including Ogilvy & Mather, Boase Massimi Pollitt, Abbott Mead Vickers, and Saatchi & Saatchi. He graduated from Trinity College Oxford with a BA in PPE. He is the co–author of the best–selling Brand Spirit: How Cause Related Marketing Builds Brands.

William Gordon is Strategy Partner with Accenture, one of the world′s premier management consulting firms. He obtained a BSc in Engineering at King′s College London and an MBA & Diploma in International Studies at London Business School. Over the past 25 years, William has consulted with boards of major corporations across almost all sectors, spanning North America, Europe, the Middle East and Asia.

Blurb

I commend this book. It offers the prospect of achieving business success by making work a better place to be." From the Foreword by Terry Leahy, CEO of  Tesco, UK

This book is about you and me.  It s about us as individuals, and how we behave towards each other.  And in a world where a reputation can be ruined by one poor interaction between a customer and a brand representative, it s about how to create a brabded service culture that raises customer expectations and then consistently exceeds them.  By implementing the Brand Manners framework, your brand can be developed in ways that will generate customer loyalty, recruit new users, and significantly increase profitability.  The ultimate aim is the creation of a self–confident organisation that lives the brand in everything it says and does.

Brands represent promises. 

Too often those promises are broken.

It s time for change.