Brand Manners

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.Gleichgültig, wie gut eine Marke am Markt positioniert ist - ein einziger negativer Kontakt zwischen Kunde und Mitarbeiter reicht schon aus, um den guten Ruf zu ruinieren. Um diese Situation zu vermeiden, müssen Unternehmen sicherstellen, daß das gesamte Unternehmen, insbesondere die Mitarbeiter mit Kundenkontakt, die "Marke leben". Denn wenn Mitarbeiter nicht in der Lage sind, das Wesen der Marke durch ihr Handeln zu repräsentieren, können Sie den Unternehmenserfolg erheblich beeinträchigen. Hamish Pringle (Marketingexperte) und William Gordon (Managementexperte) haben in "Brand Manners" ein solides Schema erarbeitet, mit deren Hilfe jedes Unternehmen lernen kann, durch Leben und Repräsentieren der Marke ein ganzheitliches Markenkonzept und eine markenorientierte Servicekultur aufzubauen. Mit zahlreichen Fallstudien von Spitzenunternehmen wie z.B. British Airways, Monsanto, Gateway 2000, Coca-Cola, McDonalds und Burger King. Praxisorientiert und topaktuell!

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.

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.

“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.

If you want your company to be "marketing-effective", this book should be required reading by the CEO, management and the employees." Philip Kotler