Brand Manners

Beschreibung

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
Gleichgültig, wie gut eine Marke am Markt positioniert ist - ein einziger negativer Kontakt zwischen Kunde und Mitarbeiter reicht schon aus, um den guten Ruf zu ruinieren. Um diese Situation zu vermeiden, müssen Unternehmen sicherstellen, daß das gesamte Unternehmen, insbesondere die Mitarbeiter mit Kundenkontakt, die "Marke leben". Denn wenn Mitarbeiter nicht in der Lage sind, das Wesen der Marke durch ihr Handeln zu repräsentieren, können Sie den Unternehmenserfolg erheblich beeinträchigen. Hamish Pringle (Marketingexperte) und William Gordon (Managementexperte) haben in "Brand Manners" ein solides Schema erarbeitet, mit deren Hilfe jedes Unternehmen lernen kann, durch Leben und Repräsentieren der Marke ein ganzheitliches Markenkonzept und eine markenorientierte Servicekultur aufzubauen. Mit zahlreichen Fallstudien von Spitzenunternehmen wie z.B. British Airways, Monsanto, Gateway 2000, Coca-Cola, McDonalds und Burger King. Praxisorientiert und topaktuell!

Autor*in

Hamish Pringle

Themen in »Brand Manners«

Business & Management Kundenorientierung Markenartikel Marketing & Sales Marketing u. Vertrieb Strategic Marketing Strategisches Marketing Wirtschaft / Werbung, Marketing Wirtschaft u. Management

Stimmen zu »Brand Manners«

"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)
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".enlightening and inspiring." (Public Relations Quarterly, Winter 2001)
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