Brand manners : how to create the self-confident organisation to live the brand
/ Hamish Pringle and William Gordon
- xiv, 314 pages : illustrations
Includes bibliographical references (pages [299]-302) and index.
Part I. The brand manners book of life 'Manners Maketh man' Customers--the brand promise and individual brand manners Corporations--happy surprises The Tesco story Part II. The brand manners ways The self-confident organisation Brand manners approach Brand manners in action The orange story Part III. The brand manners improvement Section I. Individual behaviours Conditions creates brands How boundaries create self-confidence Making the most of habits Reducing stress in the organisation Section II. Encounters Being ready to defend the brand Minimising corporate distance Managing the irrational How trust fits in Section III. 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 IV. 'Happy surprises' How defining gestures build brands Really listening adds real value The power of customer pledges Moments of truth Section V. 'Feeling good' Defining outstanding customers 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 IV. The brand manners how-to guides The chief executive officer The marketing director The employee Management Customers