Branded Customer Service: The New Competitive Edge

brand support, 169

change, 130–131

historical approaches, 8

importance of brand, 103

of internal brand communication, 138–141

open-book, 137

support for brand champions, 152–154

of top-rated brands, 43–44

managers

on brand champion teams, 149

knowledge of brand by, 179

responsibilities of, 179

See also exercises

market challenges, 105–107

marketing

Brand Book for staff, 163

classic mistakes in, 107–108

effectiveness studies, 34

external, 143–144

See also relationship marketing (RM)

marketing communication (marcom) strategies, 104–105

Marshall, Sir Colin, 103

McDonald's, 187

McDougall, James, 68

McLuhan, Marshal, 25

measures of accomplishment, 223

meetings, 139, 151, 217

Mercedes-Benz, 9

messages

clarity/consistency of, 29

focusing on outcomes versus inputs, 140

internal company, 133

negative, 210

See also communication

Microsoft, 42

mission statements, 120, 193–194, 221

See also Brand Books

mistakes, classic marketing, 107–108

moments of truth, 48–50

Moments of Truth (Carlzon), 48

monitoring on- and off-brand behavior, 154–155

monopolies, creation of quasi, 87–88

Monteith, Tim, 182

Morford, Mark, 35–36

Morgan, Rory, 26

Morton Salt, 44, 104–105

Mottram, Jan, 132, 134

Murphy, John, 33