On purpose
Subtitle: delivering a branded customer experience people love
By: Shaun Smith, Andy Milligan
Contributors: Milligan, Andy, author
Publisher: Kogan Page
Published: 2015
Language: eng
Number of pages: 278
ISBN-13: 9780749471910; 9780749471927
Subjects: Relationship marketing; Branding (Marketing); Customer relations
Description: "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"--

"Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels. Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including: - Altro - Barclays Bank - Best Western - citizenM - IKEA - Lego - Liberty Global Business Services - London 2012 Olympics - Lush - Nissan - O2 - Timpson - Zappos"--
Notes: Includes index.
Table of contents: title: Introduction; title: Part One. Stand up; title: 01 Purpose driven; title: 02 Purposeful leadership; title: Part Two. Stand out; title: 03 Infectious communication; title: 04 Distinctive customer experience; title: 05 Continuous innovation; title: Part Three. Stand firm; title: 06 Cult-like culture; title: 07 Distinctive employee experience; title: 08 Experience measurement; title: 09 Never stand still; title: 10 On Purpose profile; title: 11 How to implement; title: successfully; title: 12 Putting the principles into practice; title: On purpose; title: multichannel; title: The authors; title: Acknowledgements; title: Index.