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.
|Edition description:||Revised ed.|
|Product dimensions:||5.98(w) x 9.02(h) x 0.83(d)|
About the Author
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
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.
What People are Saying About This
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.
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.
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.
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.
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.
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.
If you want your company to be "marketing-effective", this book should be required reading by the CEO, management and the employees." Philip Kotler
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.
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)