| Chapters |
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| 4. |
Defining Your Brand DNA |
| 5. |
Three Brand Power Tools: Likeability, Reinforcement, & Consistency |
| 6. |
Culture Change: The Bedrock of Brand Development |
| 7. |
Communicating to Ensure Brand Resonance |
| 8. |
Internal Word of Mouth: The Role of Brand Champions |
| 9. |
Human Resources: The Window to the Corporate Soul |
Part II begins by examining what is necessary to define the unique attributes of your brand, your brand DNA. We then consider a model called Inside-Out Branding, used by the TMI company when developing and analyzing customer service brand integration projects. This model sets the stage for the chapters on culture change, internal communications, Brand Champions, and human resources.
To succeed, your carefully developed brand promises must be integrated into multiple organizational support functions. Brand Champions, those cheerleaders who can keep energy high for brand initiatives, are part of your capacity to make your brand resonate internally. Human resources, which we like to think of as the window to the corporate soul, may be the most important of these because of HR's far-ranging organizational impact. All of these aspects of internal communication impact your corporate culture.
David Walker, Managing Director, Walkers Advertising
We conclude Part II with a case study of a multi-faceted, sprawling U.S. based corporation, The Isle of Capri, which provides a classic and important case study of the effectiveness of senior management and a HR department working together to implement branded customer service.
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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