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

How often has a company′s handling of a customer′s telephone response to an advertisement or direct mailing turned out to be a turn off? How often has a customer interaction with staff, or ′moment of truth′, in the retail environment turned into a relationship–killer, rather than a loyalty–builder?
No matter how good the work behind brand positioning, marketing and communication, a reputation can be ruined by a poor interaction between a customer and a brand representative.
The challenge for any company that relies on its brand, is to ensure that the whole organisation, and in particular its customer–facing employees, actually ′live the brand′. Brand Manners shows how a company can align its internal and external brand values to build a self–confident organisation.
This book demonstrates that a company needs, and how it can create, a branded service culture that can consistently exceed customer expectations.
"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. 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
"Too 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." Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern Universi ty, USA.
"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 organisation". This book is a "how–to" guide for that future." Watts Wacker, First Matter(TM), USA

Spis treści:
Introduction
PART ONE : The Brand Manners Book of Life
"Manners Maketh Man"
Customers–The Brand Promise and Individual Brand Manners
Corporations –
Happy Surprises
The Tesco Story
PART TWO: The Brand Manners Way
The Self–confident Organisation
Brand Manners Approach
Brand Manners in Action
The Orange Story
PART THREE: 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
PART FOUR: The Brand Manners How–To Guides
The Chief Executive Officer
The Marketing Director
The Employee
Management
Customers
Conclusion

Nota biograficzna:
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 C hairman, 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.

Okładka tylna:
How often has a company′s handling of a customer′s telephone response to an advertisement or direct mailing turned out to be a turn off? How often has a customer interaction with staff, or ′moment of truth′, in the retail environment turned into a relationship–killer, rather than a loyalty–builder?
No matter how good the work behind brand positioning, marketing and communication, a reputation can be ruined by a poor interaction between a customer and a brand representative.
The challenge for any company that relies on its brand, is to ensure that the whole organisation, and in particular its customer–facing employees, actually ′live the brand′. Brand Manners shows how a company can align its internal and external brand values to build a self–confident organisation.
This book demonstrates that a company needs, and how it can create, a branded service culture that can consistently exceed customer expectations.
"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 cour se, but also customers, suppliers, communities – everyone. And, the improvement lasts – it′s self–sustaining...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
"Too 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." Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, USA.
"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 organisation". This book is a "how–to" guide for that future." Watts Wacker, First Matter(TM), USA