Brand Manners

This book explains that a customera 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. “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 This book is about you and me. It’s about us as individuals, and how we behave towards each other. And in a world where a reputation can be ruined by one poor interaction between a customer and a brand representative, it’s about how to create a brabded service culture that raises customer expectations and then consistently exceeds them. By implementing the Brand Manners framework, your brand can be developed in ways that will generate customer loyalty, recruit new users, and significantly increase profitability. The ultimate aim is the creation of a ‘self-confident’ organisation that lives the brand in everything it says and does. Brands represent promises. Too often those promises are broken. It’s time for change.