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"Great teams are comprised of ordinary people that are empowered and inspired. They are empowered to solve hard problems in ways their customers love yet work for their business. They are inspired with ideas and techniques for quickly evaluating those ideas to discover solutions that work: they are valuable, usable, feasible and viable. This book is about the idea and reality of "achieving extraordinary results from ordinary people". Empowered is...
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All marketing starts with a product. But beyond the product is the brand. Vast sums are spent in creating and maintaining brands. But what is a brand? And why do some brands succeed and some fail? Successes: Brands speak to people in a way that products don't - they have a personality, a style. One of the big brand success story is Innocent Drinks. In just 10 years Innocent's sales went from nothing to over 100 million. Meanwhile Coca-Cola has used...
8) Delight your customers: 7 simple ways to raise your customer service from ordinary to extraordinary
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If you want to know how strong your company's customer service is, ask your employees to describe what their work entails. Then pay attention to whether they simply list their duties and tasks or if they speak to the true essence of their job--to create delighted customers who will be less price sensitive, have higher repurchase rates, and enthusiastically recommend the company or brand to others. The latter should be every employee's highest priority,...
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In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moment’s notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that...
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Branding paves the way for marketing success, and this hands-on guide will lead you through the entire branding process. From deciding what, how, and when to brand, to leveraging your brand or conducting a makeover, Chiaravalle and Schenck will help you take control of your brand today!
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"This book explains how to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that cuts through the hype of the latest media technology. A brand that focuses on behaviors over messaging. A brand that empowers its customers and dominates the competition"--Back cover.
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Today's business leaders operate in an increasingly harsh environment. Uncertainty in the economy causes paralysis. Quarterly goals drive short-term and shortsighted decisions. Workforce mobility kills loyalty. Iconic products decline as fast as start-ups create new categories. And the pressure to do more with less, combined with the multiplicity of available marketing tools and technology, can be overwhelming. Now more than ever, brands and the people...
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If you're looking for straight talk on branding-- what it is, what it isn't, and how it's done-- this book is for you. Branding your company takes more than adding a logo. This book walks you through how to: Build a memorable brand identity ; Create strong messaging that connects with customers ; Identify and communicate your differentiators ; Attract customers who share your vision. To create a brand, you need to project a vision and reputation worthy...
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