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

Overview

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 ...

See more details below
Paperback
$23.71
BN.com price
(Save 4%)$24.95 List Price
Other sellers (Paperback)
  • All (16) from $2.39   
  • New (6) from $13.56   
  • Used (10) from $2.39   
Sending request ...

Overview

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.

Read More Show Less

What People Are Saying

Warren Bennis
Warren Bennis, Distinguished Professor of Business Administration at the University of Southern California, Author of: Managing The Dream; Organising GeniusThis is the single best book that helps us understand the Holy Grail of marketing: the 'supreme customer experience', and how corporations and their brands can achieve that hallowed goal.
Phillip Kotler
Philip Kotler, S C Johnson & Son Distinguished Professor of International Marketing, Northwestern University, USA, Author of:Kotler on Marketing; Principles of MarketingToo many expositions of marketing ignore the role of company culture. The authors demonstrate that marketing can only be effective in companies that are designed from top to bottom to satisfy the customer. If you want your company to be marketing-effective, this book should be required reading by the CEO, management, and the employees.
David Urquhart
The Rt. Revd. David Urquhart, Bishop of Birkenhead
Brand Manners, a book on organisation which emphasises 'the true potential of employees', is refocusing the aims and values of enterprise in a radically new way. Pringle and Gordon widen the agenda to include the spiritual and challenge readers to take a more realistic and fulfilling world view.
Jonathan Reynolds
Dr. Jonathan Reynolds, Director, Oxford Institute of Retail Management, Fellow of Templeton College & Lecturer in Management Studies, Saïd Business School, University of Oxford
A refreshingly accessible perspective on branding. Marketers have waited for a long time for a common sense book that acts as a bridge between brand theory and practice.
Watts Wacker
The future of business will be driven by self esteem marketing. Its application to branding yields Pringle and Gordon's concept of 'the self-confident organization'. This book is a how-to guide for that future.
—(Watts Wacker, First Matter, Co-author of The 500 Year Delta, The Visionary's Handbook)
John Quelch
Professor John Quelch, Dean of London Business School
Brand Manners puts up a strong challenge to the 'command and control' school of management and I found the authors' arguments for the 'self confident' organisation compelling at both the academic and commercial levels.
Terry Leahy
From the Foreword by Terry Leahy, CEO of Tesco
I recognise the central tenet of their argument. There can be a huge improvement in business performance by applying the incredibly simple principle that good manners - good conduct, good behaviour motivate everyone. Staff of course, but also customers, suppliers, communities everyone. And, the improvement lasts - it's self-sustaining. I commend this book. If offers the prospect of achieving business success by making work a better place to be.
John Philip Jonew
John Philip Jones, Professor, Syracuse University, New York. Author of: When Ads Work
The study of brands has come a long way since the seminal paper by Gardner and Levy, published in 1955. This book by Gordon and Pringle moves us measurably forward in blending consumer and corporate lifestyles, and it is the brand which is the entity that connects the two. This is a significant piece of work.
Read More Show Less

Product Details

  • ISBN-13: 9780470856109
  • Publisher: Wiley
  • Publication date: 5/26/2003
  • Edition number: 1
  • Pages: 336
  • Product dimensions: 9.00 (w) x 6.00 (h) x 0.75 (d)

Meet the Author


HAMISH PRINGLE 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 Brand Spirit: How Cause Related Marketing Builds Brands.

WILLIAM GORDON 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.
Read More Show Less

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.

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.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)