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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.
Hamish Pringle is Director General of the IPA, the Institue of Practitioners in Advertising. Previously he has held senior positions in leading agencies including Ogilvy & Mather, Boase Massimi Pollitt, Abbott Mead Vickers, and Saatchi & Saatchi. He graduated from Trinity College Oxford with a BA in PPE. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands.
William Gordon is Strategy Partner with Accenture, one of the world's premier management consulting firms. He obtained a BSc in Engineering at King's College London and an MBA & Diploma in International Studies at London Business School. Over the past 25 years, William has consulted with boards of major corporations across almost all sectors, spanning North America, Europe, the Middle East and Asia.