The fact that many of the case histories featured here are well covered in the business press--Tesco, Virgin, Orange--shows perhaps how few companies have really succeeded in creating an holistic brand. And matters are getting worse, the book reports. While companies have seized upon the opportunity to use Internet technology to cut costs, many have lost the ability to present their brand effectively. In call centres, for example, staff are twice as likely as the rest of the organisation to suffer serious psychiatric problems--with obvious implications for customer service. This is where the book's many charts, hit lists and the later chapters' summarised action points come into their own. Brand Mannerswon't enable you to create a brand from scratch, but it might just help to protect and revive the one you already have. --Sally Whittle
"accessible and reader–friendly book."
(Ambassador, March 2001)
"Contemporary stories, useful summaries and a how–to–guide for chief executives, directors, staff, management and customers make this an essential read for budding brand builders"
(Sunday Times, 22nd April 2001)
"The authors offer a solid framework to help companies to look on a strong brand as a way to change a ′command and control′ mode into a more self–confident organisation." (Chartered Secretary, May 2001)
"I recommend that you buy and read it."
(Marketing, 24 th May 2001)
"This book show ways in which a sales force, call–centre, shop floor and even an entire boardroom can be enlisted for the benefit of the brand and the company."
(Sales Director, May 2001)
." I would recommend this book to anyone who wishes to apply a more focused and driven approach to their work."
(Accounting Technician, November 2001)
"...enlightening and inspiring..." (Public Relations Quarterly, Winter 2001)