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