Overview
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.
Full Product Details
Author: Hamish Pringle ,
William Gordon
Publisher: John Wiley and Sons Ltd
Imprint: John Wiley & Sons Ltd
Dimensions:
Width: 16.40cm
, Height: 2.50cm
, Length: 23.60cm
Weight: 0.650kg
ISBN: 9780471496069
ISBN 10: 0471496065
Pages: 334
Publication Date: 16 January 2001
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Hardback
Publisher's Status: Out of Print
Availability: Out of stock
Reviews
"""...enlightening and inspiring..."" (Public Relations Quarterly, Winter 2001)"
accessible and reader-friendly book. (Ambassador, March 2001) Contemporary stories, useful summaries and a how-to-guide for chief executives, directors, staff, management and customers make this an essential read for budding brand builders (Sunday Times, 22nd April 2001) The authors offer a solid framework to help companies to look on a strong brand as a way to change a 'command and control' mode into a more self-confident organisation. (Chartered Secretary, May 2001) I recommend that you buy and read it. (Marketing, 24 th May 2001) This book show ways in which a sales force, call-centre, shop floor and even an entire boardroom can be enlisted for the benefit of the brand and the company. (Sales Director, May 2001) . I would recommend this book to anyone who wishes to apply a more focused and driven approach to their work. (Accounting Technician, November 2001) ...enlightening and inspiring... (Public Relations Quarterly, Winter 2001) ...plenty of useful practical advice... (Long Range Planning, Vol.34 2001)
Author Information
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 Chairman, 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.
