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

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

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  • 製本 Hardcover:ハードカバー版／ページ数 314 p.
  • 言語 ENG
  • 商品コード 9780471496069
  • DDC分類 658.827

Full Description

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.

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. 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.