Brand Manners: How to create the self-confident organisation to live the brand
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Brand Manners: How to Create the Self-Confident Organisation to Live the Brand
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My impression is that this book is the most original addition to our literature since Kapferer's first edition of Strategic Brand Management in the s. This does not necessarily mean that it will find a large audience though I hope it does. Organisational brand linkages are embedded in the Brand Manners 4-dimensional framework by presenting two sides to every dimension: The four dimensions of the brand promise are named: Spiritual Whither The customer according to this model uses each of these dimensions to evaluate how integratedly a brand's promise is 'created', 'conveyed' and 'kept'.
On the corporate side, the mirror image to integrate is labeled as 'Encounters' with customers, 'Behaviours' involved and 'Rewards' that result. Methodology represents about half the book. Brand Mannersshows how a company can align its internal and external brandvalues 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 customerexpectations. There can be ahuge improvement in business performance by applying the incrediblysimple principle that good manners - good conduct, good behaviour -motivate everyone; staff, of course, but also customers, suppliers, communities - everyone.
And, the improvement lasts - it'sself-sustaining I commend this book.
The authors demonstrate that marketing can only beeffective in companies that are designed from top to bottom tosatisfy the customer. If you want your company to be"marketing-effective," this book should be required reading by theCEO, management and the employees.
Its application to branding yields Pringle and Gordon's concept of"the self-confident organisation. Table of contents Dedications. Corporations - Happy Surprises. Brand Manners in Action. How Boundaries Create Self-confidence.
Making the Most of Habits. Reducing Stress in the Organisation. Being Ready to Defend the Brand. How Trust Fits In.
High Tech, High Touch in Branding. Dealing with the New Consumerism. How Brand Problems can be Part of the Solution.
How Defining Gestures Build Brands. Really Listening Adds Real Value.
The Power of Customer Pledges. Defining Outstanding Customer Service. The Importance of Under-promising and Over-delivering.
Corporate Etiquette: The Brand Called YOU!
How Enabled Employees can Deliver for Customers. Recruiting in Line with the Brand's Values. The Chief Executive Officer. 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. He is the co-author of the best-selling Brand Spirit:. Free download.