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

by Pringle, Hamish; Gordon, William

• ISBN13: 9780471496069
• ISBN10: 0471496065
• Edition: 1st
• Format: Hardcover
• Copyright: 2001-02-14
• Publisher: WILEY

Summary

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.

Author Biography

<B>HAMISH PRINGLE </B>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 <I>Brand Spirit: How Cause Related Marketing Builds</I> <I>Brands</I>. <P> <B>WILLIAM GORDON</B> 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. 17 02 When a firm's employees convey a brand's essence in everything they do on its behlaf for its customers and other stakeholders, they can improve significantly their success in the market place. At the same time they can make the world a better place for themselves and their customers. <BR> The customer's perception of the quality of service received in a given situation is almost entirely a function of their pre-existing expectations created by the brand. Perceived brand performance depends, to a large degree, on whether these expectations were, or were not, satisfied as a result of a customer's interaction with employees in the delivery of the product of the service. <B>Hamish Pringle</B> and <B>William Gordon</B> show how an oragnisation can ensure a holistic delivery of the brand. <BR> The authors have put together a solid framework that allows companies to move beyond the traditional mode of "command and control" into a new management space, that of "self-confident" organisation. Their framework allows top management to evaluate their customers' expectations of their brand and to set about creating a branded service culture that consistently exceeds them. The aim of the process is to develop a reputation for an organisation's brand that will generate customer loyalty, recruit new users, and significantly increase profitability. <BR> This book shows how a sales force, a call centre, a shop floor, a management team and an entire boardroom can be enlisted for the benefit of the brand and the company.

Table of Contents

Dedications	v
Quotation	xi
Acknowledgements	xiii
Publisher's Note	xv
Preface	xvii
Foreword	xix
Part I THE BRAND MANNERS BOOK OF LIFE	1	(30)
`Manners Maketh Man'	3	(3)
Customers-The Brand Promise and Individual Brand Manners	6	(6)
Corporations-Happy Surprises	12	(8)
The Tesco Story	20	(11)
Part II THE BRANDE MANNERS WAY	31	(36)
The Self-confident Organisation	33	(4)
Brand Manners Approach	37	(9)
Brand Manners in Action	46	(5)
The Orange Story	51	(16)
Part III THE BRAND MANNERS IMPROVEMENT CYCLE	67	(196)
Individual Behaviours	69	(2)
Conditioning Creates Brands	71	(5)
How Boundaries Create Self-confidence	76	(7)
Making the Most of Habits	83	(9)
Reducing Stress in the Organisation	92	(11)
Encounters	101	(2)
Being Ready to Defend the Brand	103	(7)
Minimising Corporate Distance	110	(10)
Case History: Coca-Cola	114	(6)
Managing the Irrational	120	(8)
How Trust Fits In	128	(13)
The Brand Promise	139	(2)
High Tech, High Touch in Branding	141	(13)
Case History: The New Zealand Herald Call Centre	147	(7)
Dealing with the New Consumerism	154	(9)
Case History: Barclays Bank	158	(5)
How Brand Problems can be Part of the Solution	163	(13)
Case History: Gateway 2000	169	(7)
Protecting the Brand	176	(7)
`Happy Surprises'	181	(2)
How Defining Gestures Build Brands	183	(10)
Case History: Disney	187	(6)
Really Listening Adds Real Value	193	(12)
Case History: The Institute of Practitioners in Advertising	199	(6)
The Power of Customer Pledges	205	(8)
Case History: Carphone Warehouse	208	(5)
Moments of Truth	213	(14)
Case History: The `Vauxhall Difference'	218	(7)
`Feeling Good'	225	(2)
Defining Outstanding Customer Service	227	(10)
Case History: Pret a Manger	232	(5)
The Importance of Under-promising and Over-delivering	237	(7)
Case History: Ronseal `Does exactly what it says on the tin'	240	(4)
How Enabled Employees can Deliver for Customers	244	(10)
Case History: HSBC	249	(5)
Recruiting in Line with the Brand's Values	254	(9)
Case History: Boase Massimi Pollitt	258	(5)
PART IV THE BRAND MANNERS HOW-TO GUIDES	263	(33)
The Chief Executive Officer	265	(8)
The Marketing Director	273	(6)
The Employee	279	(8)
Management	287	(6)
Customers	293	(3)
Conclusion	296
Quotation	288	(11)
Bibliography	299	(4)
Webography	303	(4)
Index	307