Bold

by Smith, Shaun; Milligan, Andy

• ISBN13: 9780749463441
• ISBN10: 0749463449
• Format: Paperback
• Copyright: 2011-05-28
• Publisher: Kogan Page Ltd

Summary

more than ever before business success depends on standing out from the crowd and delivering authentic experiences that turn your customers into advocates for your business. bold is about 14 businesses brave enough to challenge industry norms; they put purpose before profit, go way beyond what customers expect and relentlessly differentiate themselves from everyone else. they know no compromise, they show no corporate timidity. they are boldin thought, boldin execution and boldin measuring their success in new ways. the game changing companies featured challenge conventional wisdom to win in business and include: virgin galactic, innocent, o2, air asia, chilli beans, six senses, burberry, bbh, the geek squad, tnt, jcb, wwf, umpqua and zappos. bold reveals that they share some traits that make them unique and each brand story is told through the words of the executives involved. find out how to be bold, brave and put your money where your mouth is.

Author Biography

Shaun Smith is founder and partner in the customer experience consultancy Smith+Co, which works with leading brands around the world to design distinctive experiences. A thought leader on the subject of customer experience strategy, he is the co-author of the best-selling books Uncommon Practice, See, Feel, Think, Do and Managing the Customer Experience. Shaun is rated as a top business speaker internationally. Andy Milligan is a leading international consultant on brand and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. Andy appears regularly in the media to comment on brand issues, and as well as Uncommon Practice, he is co-author of See, Feel, Think, Do, Don't Mess with the Logo and author of Brand it Like Beckham. He is a founding partner of The Caffeine Partnership, which helps management in a hurry to grow their business and brands.

Table of Contents

Introduction	p. 1
Virgin Galactic	p. 7
Bold practices	p. 8
Sir Richard Branson - the visionary	p. 9
Will Whitehorn - the president	p. 10
Stephen Attenborough - the commercial director	p. 17
Trevor Beattie - the passenger	p. 19
Brian Binnie - the pilot	p. 23
Bold lessons	p. 26
O2	p. 29
Bold practices	p. 30
Ronan Dunne - the CEO	p. 31
Tim Sefton - the strategy guy	p. 38
Gav Thompson - the brand guy	p. 43
Bold lessons	p. 48
AirAsia X	p. 53
Bold practices	p. 54
Azran Osman-Rani - the CEO	p. 55
Moses Devanayagam - director of operations	p. 62
Datin Shelina Razaly Wahi - director of legal and people	p. 64
Bold lessons	p. 66
Chilli Beans	p. 71
Bold practices	p. 72
Caito Maia - the founder	p. 73
Mario Ponci Neto (Marinho) - the expansion and new business director	p. 75
Vanessa Rincon - director of products and supplies	p. 78
Bold lessons	p. 79
Six Senses Resorts and Spas	p. 83
Bold practices	p. 83
Sonu Shivdasani - the visionary	p. 84
Bernhard Bohnenberger - the managing director	p. 90
Anand Rao - the chief talent officer	p. 93
Alasdair Junor - the COO	p. 95
Rochelle Kilgariff - the general manager	p. 97
Christopher Bailey - the customer	p. 100
Bold lessons	p. 101
Burberry	p. 105
Bold practices	p. 106
Angela Ahrendts - chief executive officer	p. 107
Christopher Bailey - chief creative officer	p. 111
Sarah Manley - chief marketing officer	p. 114
Reg Sindall - executive vice president, corporate resources	p. 117
Bold lessons	p. 120
BBH	p. 123
Bold practices	p. 124
Nigel Bogle - founder	p. 124
John Hegarty - founder	p. 129
Gwyn Jones - global chief operating officer	p. 132
Charles Wigley - chairman of BBH Asia	p. 136
David Gates - global category director for whisky for Diageo and BBH client	p. 139
Bold lessons	p. 141
The Geek Squad	p. 145
Bold practices	p. 145
Robert Stephens - founder and chief inspector	p. 146
Jeff Severts - the promise maker	p. 153
Lee Williams - the Double Agent	p. 158
Casper Thykier - the customer	p. 160
Bold lessons	p. 162
Zappos.com	p. 167
Bold practices	p. 168
Tony Hsieh - delivering happiness	p. 168
Wendy Fitch - the happy customer	p. 172
Alexa Farnes - the happy employee	p. 175
Rob Siefker - the happy manager	p. 177
Bold lessons	p. 180
Umpqua Bank	p. 183
Bold practices	p. 184
Ray Davis - the game changer	p. 185
Lani Hayward - the creative strategist	p. 190
Barbara Baker - the culture enhancer	p. 194
JoEllen Nieman - the customer champion	p. 197
Bold lessons	p. 200
TNT Express	p. 205
Bold practices	p. 205
Marie-Christine Lombard - group managing director	p. 206
Michael Drake - the strategist; regional managing director North Asia	p. 208
Iman Stratenus - the visionary; managing director China	p. 210
Alex Xiang - the champion	p. 213
Chris Goossens - the advisor; global customer experience director	p. 215
Bold lessons	p. 218
JCB	p. 223
Bold practices	p. 224
Sir Anthony Bamford - chairman	p. 224
John Kavanagh - director of communications	p. 230
Matt McClurg - global marketing director	p. 234
Tim Burnhope - group MD	p. 237
Kevin Balls of J C Balls - the lifelong customer	p. 239
Bold lessons	p. 240
innocent	p. 245
Bold practices	p. 245
Richard Reed - chief squeezer	p. 247
Dan Germain - guardian angel	p. 251
Steve Spall - paranormal greengrocer	p. 253
Jessica Sansom - head tree hugger	p. 256
Joe McEwan - juice figalow	p. 258
Karen Callaghan - chief grower	p. 262
Bold lessons	p. 263
WWF	p. 267
Bold practices	p. 268
Jim Leap - director general	p. 268
Natasha Quist - regional director, WWF Central Africa Regional Programme	p. 272
Lasse Gustavsson - executive director, conservation, WWF International	p. 274
Danielle Chidlow - director of brand strategy at WWF International	p. 276
Eric Bohm - CEO, WWF Hong Kong	p. 279
David Nussbaum - CEO, WWF UK	p. 281
Bold lessons	p. 283
How to be bold: practices, principles and people	p. 289
The bold practices: the what	p. 290
The bold principles: the why	p. 295
The bold people: the who	p. 301
How bold are you?	p. 302
Bold practice survey	p. 305
Bold action - how do you build a bold brand?	p. 310
Bold - the keynote presentation	p. 313
Bold - the webinar	p. 313
Bold - the Brand Experience Masters programme	p. 314
The BOLD authors	p. 316
Acknowledgements	p. 318
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