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"I believe in emotional connections, in creating loyalty beyond reason, and in inspiring organizations to operate at their peak. I also believe in the "two moments of truth": winning when consumers choose and when they use. This book provides new ideas, new questions, and new possibilities to help bring the organization together behind the brand and, even more importantly, the customer. Much food for thought."
Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
"A must read for marketers looking to grab control of the delivery of the brand through customer touch-points. Stewart and Barlow deliver tons of practical advice that will enable marketers to become brand integrators, providing more stewardship over functional areas across their organizations."
Andrew Lark, Vice President, Global Marketing, Sun Microsystems
"The future of branding is here now, and it requires a complete reassessment of your communication. Take off your CEO or marketing VP hat and truly experience your brand from a consumer's point of view. This book opens your eyes to how simple it can be to assess and how powerful it can be to fix your branded customer service. Without strong branded customer service your marketing budget might as well be flushed. This new level of brand building can become a long-term competitive advantage for your company."
Jim Wagner, Senior Vice President, Mattel
"The strength of Branded Customer Service is in its clarity and pragmatism that sets out the map to think, feel, and act on a road to differentiate and to build much stronger brand equity. This book impresses me with more depth and significance on inside-out branding than any other I have previously experienced and stimulates thinking on what our organizations could become."
David Walker, Managing Director, Walkers Advertising, Director, ICOM
"Extraordinary review and junction of branding approaches in the fields of products and services. This work can be done only by cooperation between practitioners on both sides of the table-branding products and branding services. Barlow and Stewart show how to brand services to match your brand promises."
Uros Mocnik, General Manager, Business Knowledge, Croatia
"I've always found effective branding to be as difficult to articulate as it is to do. For me it is a complex mix of creating an external perception that is also an internal reflection of who you are and what you stand for. Branded Customer Service is a great practical read for others who similarly wrestle with such concepts. It passed the get-real test for me and is certainly on-brand for what I want from TMI."
Barbara Chapman, Head of Retail Banking and Marketing, ASB Bank
"Branded Customer Service is a must-read for anyone in business committed to not only communicating what their brand is but practicing what their brand is. Barlow and Stewart unlock the processes for differentiating your business through branded customer service and then give you the key for attracting and retaining customers".
David Lewis, Managing Director, VantagePoint Marketing Limited
"In a world where it's too easy to default to the tried and true, the generic, the same, this book makes a welcome stand for where brand needs to go. A wake-up call to companies worldwide-your customers are well and truly over vanilla."
Mark Di Somma, Pusher, Audacity Group
Read more about What Business Leaders Say in:
CUSTOMER SERVICE | BUSINESS STRATEGY | HUMAN RESOURCES
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