Brand Manners

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

Hamish Pringle, William Gordon

328 pages, parution le 04/04/2003

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Résumé

"I commend this book. It offers the prospect of achieving business success by making work a better place to be."
From the Foreword by Sir 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 branded 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.

Contents

Part I The Brand Manners Book Of Life

'Manners Maketh Man'
Customers - The Brand Promise and Individual Brand Manners
Corporations - Happy Surprises
The Tesco Story

Part II The Brand Manners Way

The Self-confident Organisation
Brand Manners Approach
Brand Manners in Action
The Orange Story
Part III The Brand Manners Improvement Cycle
Section One: Individual Behaviours
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

Part IV The Brand Manners How-To Guides

The Chief Executive Officer
The Marketing Director
The Employee
Management
Customers

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Hamish Pringle, William Gordon
Parution	04/04/2003
Nb. de pages	328
Format	15 x 22,5
Couverture	Broché
Poids	470g
Intérieur	Noir et Blanc
EAN13	9780470856109
ISBN13	978-0-470-85610-9