Brand Manners: How to Create the Self-Confident Organisation to Live the Brand - Hardcover

Über die Autorin bzw. den Autor

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.

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When a firm's employees convey a brand's essence in everything they do on its behlaf for its customers and other stakeholders, they can improve significantly their success in the market place. At the same time they can make the world a better place for themselves and their customers.
The customer's perception of the quality of service received in a given situation is almost entirely a function of their pre-existing expectations created by the brand. Perceived brand performance depends, to a large degree, on whether these expectations were, or were not, satisfied as a result of a customer's interaction with employees in the delivery of the product of the service. Hamish Pringle and William Gordon show how an oragnisation can ensure a holistic delivery of the brand.
The authors have put together a solid framework that allows companies to move beyond the traditional mode of "command and control" into a new management space, that of "self-confident" organisation. Their framework allows top management to evaluate their customers' expectations of their brand and to set about creating a branded service culture that consistently exceeds them. The aim of the process is to develop a reputation for an organisation's brand that will generate customer loyalty, recruit new users, and significantly increase profitability.
This book shows how a sales force, a call centre, a shop floor, a management team and an entire boardroom can be enlisted for the benefit of the brand and the company.

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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

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Chapter 1 - 'Manners Maketh Man' This book is about you and me. It is about us as individuals, and how we behave towards one another. Nearly all of us are employed in producing and consuming branded products and services and these brands have become an inextricable part of our working and leisure lives. Thus in order to understand ourselves fully in this modern branded culture, we need to appreciate the behavioural relationship we have with brands and the companies which create them.

Brands represent promises about what we can expect from a product, a service or company. This actually boils down to what we can expect of the people involved in delivering us their brand. Manners mean good habits, in terms of the way people behave towards each other, based on a code of how things should be done properly and with mutual respect.

Thus 'brand manners' are the way in which an organisation can manage its promise to customers and ensure that they are happily surprised as often as possible. These 'manners' occur in every encounter which takes place between the customer and the organisation offering a branded product or service. Each of our experiences, as customers, is an intensely personal event. It involves four different dimensions: 1. The rational experience - what goes on. 2. The emotional experience - how we feel. 3. The political experience - why it is right for us. 4. The spiritual experience - where it leads us to or, 'whither' By managing these four dimensions explicitly, both the customer and the employee can benefit enormously. The Brand Manners Book of Life (Figure 1) sets out this framework, with the customer and the Corporation meeting in the customer experience through brand manners. We call this a 'Book of Life' because brand manners should make life better for customers and provide more enjoyment and satisfaction for those in work. By learning how to relate better to one another, we hope that not only will customers and employees be happier but also by seeking out a higher purpose in our often frenetic existence, we may all be able to live more fulfilling lives. The contents of the book are set out at a high level in 'Feeling good'(Figure 2).