Brand Manners: How to create the self–confident organisation to live the brand - Tapa dura

"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)

How often has a company's handling of a customer's telephone call turned out to be a turn-off? How often has a customer query in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind brand positioning and communication, a reputation can be ruined by one poor interaction with a customer. 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.