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Title: Brand Manners: How to Create the Self Confident Organization to Live the Brand by Hamish Pringle, William Gordon ISBN: 0-471-49606-5 Publisher: John Wiley & Sons Pub. Date: 15 March, 2001 Format: Hardcover Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 4.6 (5 reviews)
Rating: 3
Summary: Want to make customers surprised?
Comment: Do you know how to make customers always happily surprised? If not, you need to read this book. A better world could be created by making your customers happy and happily surprise. The Brand Manner Approach could give you the directions on how to maintain customers¡¦ satisfaction and create surprise to customers.
The second part of the book provides you with guidelines on how to be confident in making customer surprised. It¡¦s good for the author to provide guidelines for different role of people like, CEO, marketing director, management, employees and customers. But this part is a bit complicated and not so easy to understand.
This book is full of real world examples which are interesting and can help to illustrate the concepts the author wanted to raise. You will find you know more about the companies on the world more after reading and will be more confident in making customer surprised.
Rating: 5
Summary: BEST THINKING ON BRANDS TO COME ALONG IN YEARS...
Comment: There is simply no other book on this subject that comes even close to providing the new thinking, insights and perspective that Pringle and Gordon do. BRAND MANNERS should be required reading for every executive in every organization, especially those who aspire to be leaders over the next decade. At a time when brands and branding play an increasingly more critical role to the fundamental success of every business, readers will find this a truly invaluable (and actionable) guide.
Rating: 5
Summary: A hugely original book for any company that lives branding
Comment: My impression is that this book is the most original addition to our literature since Kapferer's first edition of Strategic Brand Management in the 1990s. This does not necessarily mean that it will find a large audience though I hope it does.
Organisational brand linkages are embedded in the Brand Manners 4-dimensional framework by presenting two sides to every dimension : the customers and the company's. The four dimensions of the brand promise are named: Rational (What?) Emotional (How?) Political (Why?) Spiritual (Whither)
The customer according to this model uses each of these dimensions to evaluate how integratedly a brand's promise is 'created', 'conveyed' and 'kept'. On the corporate side, the mirror image to integrate is labeled as 'Encounters' with customers, 'Behaviours' involved and 'Rewards' that result. This provides 24 (ie 2 times 4 times 3) entries interlinked through The Brand Manners Book of Life....
Methodology represents about half the book. This is complemented by a rich variety of case studies, and a collection of practitioner briefs. These are called "brand manners how to guides" and are provided for each of : Chief Executive, Marketing Director, Employee, Management and Customer!
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Title: Living the Brand by Nicholas Ind ISBN: 0749433515 Publisher: Kogan Page Ltd Pub. Date: 01 April, 2001 List Price(USD): $28.95 |
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Title: The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier ISBN: 0735713308 Publisher: New Riders Pub. Date: 24 January, 2003 List Price(USD): $14.95 |
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Title: Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan ISBN: 0471242098 Publisher: John Wiley & Sons Pub. Date: 13 January, 1999 List Price(USD): $29.95 |
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Title: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Sergio Zyman, Marc Gob ISBN: 1581150784 Publisher: Allworth Press Pub. Date: 15 January, 2001 List Price(USD): $24.95 |
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Title: Will & Vision: How Latecomers Grow to Dominate Markets by Gerard J. Tellis, Peter N. Golder, Clayton M. Christensen ISBN: 007137549X Publisher: McGraw-Hill Trade Pub. Date: 06 September, 2001 List Price(USD): $27.95 |
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