on 16 February 2001
Reviewer: Dr David Frankel from London
At last, the idea that a brand is an organic and potent means not only in competitive warfare but in securing the affections and loyalties of human talent. As more and more workers work for multiple 'employers', so a recognition of the values and uniqueness of the workplace of the moment becomes urgent, even essential. Gordon and Pringle cleverly make the jump between BRAND as external tool and as a bonding mechanism for employees, alliances and customers. Brands create communities, and, in an increasingly depersonalised world, the ability for brand to anchor meaninful dialogue and community has never been more essential.
The book wittily explains that brands have to be organic to take changing opportunity, environment and ever smarter customers/workers into account. For this reason, getting the brand 'right' is less important than keeping the brand contemporary and ahead of the pack. Being surpriseful (as much as strategically well-focused) is a theme of the book.
Most 'brand' texts view brand as a subset of marketing and product-positioning. Brand manners, however, takes a wider view where brand and culture/identity meet, and behaviour stems from that interface. It's marketing meets human-capital. I also liked the fact that old and new economy get equal attention rather than the unrealistic tilting to the latter.
Adroitly written, great cartoons, and unexpected case-studies. This makes Brand Manners a good book for a long plane-journey (I read mine when snowed up at Boston airport). It will be fascinating to see if Accenture (William Gordon is a VP there) will take Brand Manners to their heart as a guide to what their brand new brand can and might be.
on 2 March 2001
Recent trends towards customer-centricity are all very well, but what happens when an organisation's people are not engaged in this process? You can have all the customer service personnel you want, but if they are not happy to be doing their job, the customer is unlikely to be inspired by, and more importantly loyal to the experience ...
The idea behind this book is a great one - the hook for me being it's relevance to people at all levels and in all areas of business.
By acknowledging that there are more than just rational forces at large in the workplace, this book illustrates the importance of fulfilling people emotionally and politically so that they in turn do the same for their company - giving you the eponymous 'Brand Manners' which build a good company into a formidable brand.
on 13 March 2001
Modern, thoughtful, creative and insightful. How will that do for a start? Pringle and Gordon provide an agreeable ramble through today's brandscape using a double page spread as the map. The spine (brand manners") links customers (left page) to employees (right) on four dimensions: spiritual (yes honestly!), political, emotional and rational. Few firms overtly marry their external and internal branding efforts and this is a valuable reminder of the need to do it and a new approach to how.
Topical, relevant case studies round out a book which deserves to be doing as well as the Amazon sales rank indicates. Buy one today.
on 30 December 2015
This book makes an immensely valuable contribution to the debate on how businesses, organisations and all the people who are affected by them need to be and behave, if they are to survive, and thrive. It oughtn't to be radical, its messages are not new, but somehow it is.
The book is wonderfully well researched, evidenced, and articulated, with lots of examples to root it firmly in the real world of work; it's doesn't presume to offer another fashionable theory on business. For me, who has spent over 20 years at the coal-face of encouraging people and their organisations to adopt such practices, it spoke volumes of what my own experience has shown me, and is a real delight.
on 26 April 2001
Quite frankly, for most people, branding is all about crating a beautiful facade through advertising, PR etc. Now, for the first time, Pringle and Gordon go the extra mile to explore the true and rocksolid core of corporate brands. Most importantly, the authors do not come up with academic lectures, but zero-in on best-practice essentials. On each page, this book offers a wealth of intriguing case studies, insights, wisdom, bonmots, and meaningful anecdotes. Reading it is not only an inspiring and enlightening experience, but will also point clear directions to anybody who is serious about reinventing and bringing alive his corporate brand.
on 5 September 2001
From first to last page this is fun and interesting reading. I learned a lot, and I have already put some elements in to action in my own business.
This is the best book on the what, why and how on Brand manners! I especially enjoyed the cases on Orange and Barclays.