Brand Manners: How to Create the Self-Confident Organisation to Live the Brand Tapa dura - 2001 - 1st Edición

Descripción de contraportada

How often has a company's handling of a customer's telephone response to an advertisement or direct mailing turned out to be a turn off? How often has a customer interaction with staff, or 'moment of truth', in the retail environment turned into a relationship-killer, rather than a loyalty-builder?
No matter how good the work behind brand positioning, marketing and communication, a reputation can be ruined by a poor interaction between a customer and a brand representative.
The challenge for any company that relies on its brand, is to ensure that the whole organisation, and in particular its customer-facing employees, actually 'live the brand'. Brand Manners shows how a company can align its internal and external brand values 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 customer expectations. I recognise the central tenet of their argument. There can be a huge improvement in business performance by applying the incredibly simple principle that good manners - good conduct, good behaviour - motivate everyone; staff, of course, but also customers, suppliers, communities - everyone. And, the improvement lasts - it's self-sustaining...I commend this book. It offers the prospect of achieving business success by making work a better place to be. From the Foreword by Terry Leahy, CEO of Tesco, UK Too many expositions of marketing ignore the role of company culture. The authors demonstrate that marketing can only be effective in companies that are designed from top to bottom to satisfy the customer. If you want your company to be marketing-effective, this book should be required reading by the CEO, management and the employees. Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, USA. The future of business will be driven by self-esteem marketing. Its application to branding yields Pringle and Gordon's concept of the self-confident organisation. This book is a how-to guide for that future. Watts Wacker, First Matter(TM), USA