Brand Manners : How to Create the Self-confident Organisation to Live the Brand Hardback
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.
- Format: Hardback
- Pages: 334 pages, illustrations
- Publisher: John Wiley and Sons Ltd
- Publication Date: 16/01/2001
- Category: Sales & marketing management
- ISBN: 9780471496069