Brand Manners How to create the

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.

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.

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
Individual Behaviour
Conditioning Creates Brands
How Boundaries Create Self-confidence
Making the Most of Habits
Reducing Stress in the Organisation
Encounters
Being Ready to Defend the Brand
Minimising Corporate Distance
Managing the Irrational
How Trust Fits In
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
'Happy Surprises'
How Defining Gestures Build Brands
Really Listening Adds Real Value
The Power of Customer Pledges
Moments of Truth
'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
Table of Contents provided by Publisher. All Rights Reserved.

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

Summary

Author Biography

Table of Contents

Supplemental Materials