Screen LibraryOn purpose : delivering a branded customer experience people love /
"With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose. A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand o...
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| Main Authors: | |
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| Group Author: | |
| Published: |
Kogan Page,
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| Publisher Address: | London : |
| Publication Dates: | 2015. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Summary: |
"With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose. A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels. Shaun Smith and Andy Milligan provide a framework for success, explaining how to: --Stand Up: be clear about brand purpose and promise --Stand Out: define, design and deliver distinctive customer experiences across multiple channels --Stand Firm: create strong cultures that sustain results They explain and define how to deliver "on purpose" experiences by using a case study, individual thought pieces by experts in the field, and a key action summary at the end of each chapter"-- |
| Carrier Form: | vii, 278 pages : illustrations (chiefly color) ; 24 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9780749471910 (paperback) : 0749471913 (paperback) |
| Index Number: | HF5415 |
| CLC: |
F713.55 F713.3 |
| Call Number: | F713.3/S659 |
| Contents: | Introduction -- Part One. Stand up -- 01 Purpose driven -- 02 Purposeful leadership -- Part Two. Stand out -- 03 Infectious communication -- 04 Distinctive customer experience -- 05 Continuous innovation -- Part Three. Stand firm -- 06 Cult-like culture -- 07 Distinctive employee experience -- 08 Experience measurement -- 09 Never stand still -- 10 On Purpose profile -- 11 How to implement -- successfully -- 12 Putting the principles into practice -- On purpose -- multichannel -- The authors -- Acknowledgements -- Index. |