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"Essential reading...contains some powerful insights." Call Centre Focus "A bible of the 'employee-centric' approach... Fascinating stuff." Infomatics "This is a timely book because the issue of how to define brands and bring them to life is at the heart of our age. As this readable book argues, if organizations are to maximize the full intellectual capital at their disposal and deliver excellent service, they need to engage employees with their ideals." Marketing "Includes the most memorable case to date on living the brand." Chris Macrae, Author of The Brand Chartering Handbook "Living the Brand offers some exciting reading." Brand News "Living the Brand is a useful guide to help you achieve this objective, to create a business 'brand' which people will feel more proud of, more committed to and therefore want to be associated with" Marketing (Ireland) Jan 2008
Chris Macrae, Author of The Brand Chartering Handbook
"Includes the most memorable case to date on living the brand."
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15 of 18 people found the following review helpful
Format:Hardcover
Much of the literature of branding is around the advertising communication. Whilst advertising takes most of the direct cost of promoting the brand, the biggest element of the customers' brand experience often comes from their interactions with the company's staff.
Nicholas uses good, vivid case examples to illustrate his point that companies that really have the majority of their staff as brand ambassadors can reach higher levels of performance.
As a recent UK MORI survey suggested that for most UK companies the majority of staff are either neutral to the brand or negative to it, this book should be important reading for general managers and HR people as well as marketers
Format:Hardcover|Amazon Verified Purchase
This was one book I had to read the whole way through. The first case study seemed a bit long but it soon became clear that it was essential for the remainder of the book. Lost its way a couple of times but an excellent read and, for me, a good introduction to branding.
0 of 1 people found the following review helpful
Format:Hardcover
The truth of the matter is that a brand is only as solid as the next engagement. If the 'phone rings and a member of staff answers and uses behaviour that reinforces the brand, then a positive brand experience takes place. If the staff member uses non-reinforcing behaviour, the brand suffers. Nicholas Ind uses very powerful examples to bring home this truth, and other truths, about Living the Brand - a very worthwhile and insightful book.
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