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

Pringle, Hamish; Gordon, William

Softcover

ISBN 10: 0470856106 ISBN 13: 9780470856109

Publisher: Wiley, 2009

Synopsis

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.

About this title

From the Inside Flap

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.
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. Hamish Pringle and William Gordon show how an oragnisation can ensure a holistic delivery of the brand.
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.
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.

From the Back Cover

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

About this edition

• Publisher: Wiley
• Publication date: 2009
• ISBN 10: 0470856106
• ISBN 13: 9780470856109
• Binding: Paperback
• Number of pages: 336