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Chapters |
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1. |
The Branding Imperative |
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2. |
Generic Customer Service isn't Enough Anymore |
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3. |
Roadmap to Branded Customer Service |
Because of the huge sums of money invested in brands, and the billions of dollars of shareholder value they represent, marketing professionals know a great deal about the subject. They know how branding works, its components, and what it takes to create a brand leader.
Brand fads appear from time to time, not so dissimilar from Andy Warhol's 15-minutes-of-fame concept. Yet there is a sufficient mystery that leaves even the most rigorous marketers in awe of successful brands, especially the immediately recognized ones that have maintained their appeal over long periods of time.
This section of the book establishes a backdrop against which you can evaluate how to brand your service experiences. You will be introduced to language that cuts to the quick in determining if your service is on-brand or off-brand. You will also become acquainted with organizations that have done well with their service branding and those that have not.
Ralph Norris, Managing Director, Air New Zealand
At the end of Part I, you should be able to decide whether you want to take the next steps in linking your service delivery to your brand, and what those next steps should be.
Order a copy of branded customer service >>
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Branded Customer Service - The New Competitive Edge
Authors: Janelle Barlow, Ph.D. and Paul Stewart
Berrett-Koehler Publishers, Inc., 235 Montgomery Street, Suite 650, San Francisco, California 94104-2916
www.bkconnection.com
ISBN: 1-57675-298-4, 1st Edition, Hardcover, Trim: 6-1/8 x 9-1/4. 264 Pages. U.S. Price $27.95
Copyright © 2004 by Janelle Barlow, Ph.D. and Paul Stewart |
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
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