How to create an organizational culture that promotes brand image and builds 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 groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty. Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture, previously Andersen Consulting, in London.

Brand Manners: How to create the self-confident organisation to live the brand

Business & Money

Pringle, Hamish

Gordon, William

Management & Leadership

wiley

Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. 
Harnessing this power can reap huge rewards for business ― the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: <ul>
<li>How to choose the right celebrity for your brand</li> <li>How to build your brand using a celebrity</li> <li>How to manage relationships with celebrities</li> <li>How to protect celebrity and brand reputation</li> </ul>

Celebrity Sells

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

Brand Spirit: How Cause Related Marketing Builds Brands

The only guide to understanding and making the most of one of the hottest trends in branding today 
Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.

Thompson, Marjorie

Marketing & Sales

Brand Immortality: How Brands Can Live Long and Prosper

Properly managed, no brand need decay and die -- immortality is within the reach of all.  If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. Brand Immortality is a health manual for brands that seek immortality.  Full of examples drawn from household brands, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing.  It identifies the factors that are essential to a brand's long term survival -- especially those which defend and strengthen a brand's place in the hearts and minds of consumers. Enriched by comments from industry insiders, Brand Immortality identifies winning brand strategies.  Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers.

Field, Peter

Kogan Page.

Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. Spending Advertising Money in the Digital Age describes how to select the right media channel to promote a brand from the many that are now available, and if employing a range of media, which to concentrate on and how to allocate the budget between them. It also reveals how to determine if the media spend behind a brand has had an effect. Based on data from Institute of Practitioners in Advertising (IPA) Effectiveness Awards databank (in association with WARC), and research from Nielsen and Millward Brown, Spending Advertising Money in the Digital Age is full of examples of top campaigns and interviews with the key players who created the featured campaigns. From the Preface:"A company's spend on media advertising and marketing communications is one of the largest investments it makes...this book's goal is to help ensure that that the spending of these huge sums is carried out using the most effective approach to media planning, and thus lead to more profitable brand-building."

Spending Advertising Money in the Digital Age: How to Navigate the Media Flow

Marshall, Jim

See the best price to sell, buy, or rent books by Pringle, Hamish. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Pringle, Hamish

See the best price to sell, buy, or rent books by Pringle, Hamish. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Brand Manners: How to create the self-confident organisation to live the brand

Celebrity Sells

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

Brand Spirit: How Cause Related Marketing Builds Brands

Brand Spirit: How Cause Related Marketing Builds Brands

Brand Immortality: How Brands Can Live Long and Prosper

Spending Advertising Money in the Digital Age: How to Navigate the Media Flow