Brand Manners How to create the self-confident organisation to live the brand

by Pringle, Hamish; Gordon, William

• ISBN13: 9780470856109
• ISBN10: 0470856106
• Edition: 1st
• Format: Paperback
• Copyright: 2009-08-24
• Publisher: Wiley

Summary

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.

Author Biography

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.

Table of Contents

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

Individual Behaviour

Conditioning Creates Brands

How Boundaries Create Self-confidence

Making the Most of Habits

Reducing Stress in the Organisation

Encounters

Being Ready to Defend the Brand

Minimising Corporate Distance

Managing the Irrational

How Trust Fits In

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

'Happy Surprises'

How Defining Gestures Build Brands

Really Listening Adds Real Value

The Power of Customer Pledges

Moments of Truth

'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

Table of Contents provided by Publisher. All Rights Reserved.