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eCustomerServiceWorld.com recommended reads
(NB Check out our Top Ten and our New Books as well!)Browse through and click on a title for a review. 
 | | Brand Asset Management - Driving Profitable Growth Through Your Brands
Author: Scott M. Davis
UK Publisher: John Wiley & Sons
ISBN: 0787963941
Quick Review: "Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management."
-- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
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| | Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time
Author: Matt Haig
UK Publisher: Kogan Page Ltd
ISBN: 0749439270
Quick Review: What do Coca-Cola, McDonald’s, IBM, Microsoft and Virgin have in common? They have all launched new branded products that have failed - spectacularly and at great cost.
"Brand Failures" looks at how such disasters occur. It looks at those brands that have launched with the help of multi-million dollar advertising campaigns and then sunk without trace. Matt Haig recounts classic examples from every era of branding including more recent brand failures. The book also has great practical value: each brand scenario includes a checklist of "lessons learnt", so providing "how not to" advice.
Some of the brand disasters covered are: Coca-Cola (New Coke), Chevy, Fender, Harley-Davidson, IBM, Microsoft, McDonalds’s, Mr. Donut, Perrier, Pets.com, Quaker, Sony, Tang and Virgin.
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| | Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer's Total Experience
Author: Steve Yastrow
UK Publisher: SelectBooks
ISBN: 1590790537
Quick Review: The exercises and action steps in Brand Harmony are designed to help people from different areas in a company work together to improve the total customer experience. Brand Harmony is about "marketing beyond the marketing department"... buy UK() buy US($)
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| | Brand Manners: How to Create the Self Confident Organization to Live the Brand
Author: Hamish Pringle and William Gordon
UK Publisher: John Wiley & Sons
ISBN: 0471496065
Quick Review: No matter how good the work behind brand positioning, marketing and communication, a reputation can be ruined by a single poor interaction between a customer and a representative. The challenge for all companies which rely on their brands is to ensure that the whole organization, and in particular its customer facing employees, actually "live the brand". If a firm's employees cannot convey a brand's essence in everything they do on its behalf they could seriously damage their success in the market place. Brand Manners gives top management a framework within which they can evaluate their customers' expectations of their brand, then set about creating a branded service culture to consistently exceed them.
Hamish Pringle and William Gordon piece together a solid framework which allows companies to move beyond the traditional, centralized mode of "command and control" into a new management space. Their concept of brand manners gives top management a framework within which they can evaluate their customers' expectations of their brand and set about creating a branded service culture, which can consistently exceed them.
Links:
To read an extract from this book visit the eResearch Store buy UK() buy US($)
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| | Brand New Justice: The Upside of Global Branding
Author: Simon Anholt
UK Publisher: Butterworth-Heinemann
ISBN: 0750656999
Quick Review: This text sets out a case for global branding as a key instrument for forging a fundamental reorientation of world economic trends. Through the targeted development and utilization of strong branding techniques, Simon Anholt argues that poorer countries can employ classic rich-nation marketing tricks to turn the forces of global markets to their advantage. buy UK() buy US($)
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| | Brand New: How Entrepreneurs Earned Consumers' Trust, from Wedgwood to Dell
Author: Nancy F. Koehn
UK Publisher: Harvard Business School Press
ISBN: 1578512212
Quick Review: This work contains mini-biographies of six entrepreneurs: Josiah Wedgewood, Henry Heinz, Marshall Field, Estee Lauder, Howard Schultz and Michael Dell, bringing to life how they constructed enduring connections between their companies and their customers. Included in this text is a rich examination of the relationship among the "entrepreneur", the "company" and the "customer", and how the "brand" results from and ultimately represents that relationship.
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| | Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity
Author: David Aaker
UK Publisher: Simon & Schuster
ISBN: 0743249380
Quick Review: With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many companies don't know how to make the tough choices necessary to avoid the disorganized proliferation of brands and sub-brands that don't project a clear identity. Now, for the first time, David Aaker defines the structure and scope of the brand portfolio strategy firms must put in place to get the most from their brands. Cited as " the most called-upon expert on branding in the United States" by Advertising Week, Aaker shares tools and concepts for creating a well-articulated brand structure that supports strategy - replaces waste with synergy, confusion with clarity, and missed opportunities with leveraged assets. He shows how to: Keep brands relevant Energize and differentiate brands Grow by leveraging brand assets Participate in value and premium niches. Filled with fresh case studies and examples from brand portfolio strategy pioneers - such as Coke, Citibank, Sony, Hewlett-Packard, Visa and Volvo. buy UK() buy US($)
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| | Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound
Author: Martin Lindstrom
UK Publisher: Free Press
ISBN: 0743267842
“In 1985, the average consumer remembered 34 percent of the ads they saw on TV. In 1990 they remembered only 8 percent…Advertising has hit a brick wall,“ says Lindstrom in his latest book. Based on Millward Brown’s global study linking branding and sensory awareness, Martin Lindstrom’s book, published in February 2005, helps you move away from a world of 2D branding (TV ads) to a world where the customer experience defines the brand through 5D (or 5S – the five senses) branding.
We’ve known the principle for ages: if you’re selling your house and showing potential buyers around, make sure there’s fresh coffee brewing in the kitchen, as the smell enhances your likelihood of making a sale.
With examples ranging from Singapore Airlines’ use of smell to the French car giant Peugeot Citroen’s Intel-like use of musical notes to create a signature sound, Lindstrom helps us think differently about creating a customer experience that engages all of a customer’s senses.
A lot of these examples aren’t directly transferable – having a unique perfume designed for you and infusing the airplane cabin with that smell may have worked for Singapore Airlines in making their customer experience distinctive and memorable, but won’t do much for a call center.
A reader-reviewer on Amazon says he tried copying the Singapore Airlines example in this book by using fragrance in a conference he had organized to make it distinctive and it didn’t work because the space was too big compared with a cabin: I think he’s missing the point somehow.
The examples aren’t necessarily there to be directly copied. They are there to start us thinking about how to re-think our services and customer experience from the perspective of the customers’ sensory experience of them. And that is immensely valuable. Phil Dourado, eCSW.com
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| | Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
Author: David Taylor
UK Publisher: John Wiley and Sons Ltd
ISBN: 0470862114
Quick Review: “Brand Stretch" offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics such as how to launch brand extensions and support them. buy UK() buy US($)
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| | Brand Warfare
Author: David D’’Alessandro
UK Publisher: McGraw-Hill Publishing Company
ISBN: 0071362932
Quick Review:Creating and sustaining a good brand is the most complex and perilous task any business will ever face, yet nothing is as misunderstood. Under the direction of marketing wizard David D’’Alessandro, John Hancock transformed itself from a sleepy old life insurer into a leading financial services giant, with a sustained 20% annual rate of growth. In Brand Warfare, D’’Alessandro draws on his personal experience as a brand-builder and examples from America's smartest and most foolish corporations, developing principles that you can use in any market. At the same time, he creates an entertaining picture of the marketing business with anecdotes that convey a keen sense of the absurdities of corporate life, balanced by a tremendous respect for the consumer.
This tough-minded, funny, and refreshingly candid book gives you a proven roadmap for marketing success as you learn:
*Why every business needs a good brand to compete *Why consumers need good brands as much as good brands need them *Why sycophancy from the agency and meddling from inside the company will sink your campaign every time *About sponsorship: how to avoid being taken, and how to make the investment pay for your brand *Why it's as important to market your brand to your employees as it is to your customers *Why every business decision should be filtered through the prism of the brand
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