Brand Manners: How to Create the Self Confident Organization to Live the Br and

US: Wiley, 2001. Hardcover. Near Fine/Near Fine. How to create an organizational culture that promotes brand image and build s customer loyalty Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this gro undbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole org anization, especially those staff members who interact directly with custom ers, "live the brand." With the help of case studies chronicling the succes s (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate custome r brand expectations and create a branded service culture that meets or exc eeds those expectations, every time. Among other things, readers learn prov en techniques for enlisting a sales force, call service, shop floor, and ev en the entire boardroom into doing their parts to promote brand loyalty. Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William G ordon (London, UK) works as Partner in Strategy for Accenture, previously A ndersen Consulting, in London. Editorial Reviews Review "...enlightening and inspiring..." (Public Relations Quarterly, Winter 2001 ) From the Inside Flap When a firm's employees convey a brand's essence in everything they do on i ts behlaf for its customers and other stakeholders, they can improve signif icantly their success in the market place. At the same time they can make t he world a better place for themselves and their customers. The customer's perception of the quality of service received in a.