Forthcoming: Views on Branding in Cyberlibris

Branded Customer Service: The New Competitive Edge, Janelle Barlow and Paul Stewart, Berrett-Koehler

In Branded Customer Service, Janelle Barlow and Paul Stewart show how to infuse an entire organization with brand values and create a recognizable style of service that reflects brand promises and brand images.

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Branding is an integral part of modern business strategy. But while there are dozens of books on branding products and marketing campaigns, nobody has applied the logic and techniques of branding to customer service-until now.

Branded Customer Service is a practical guide to moving service delivery to a new level so that brand reinforcement occurs every time customers interact with organizational representatives. Janelle Barlow and Paul Stewart show how to infuse an entire organization with brand values and create a recognizable style of service that reflects brand promises and brand images.

Branded Customer Service will help readers: 

• Personalize and reinforce brands through staff/customer interactions
• Link brand propositions to selling style and messages
• Embed on-brand service into "organizational DNA" through human resources policies, brand champions, and culture/brand alignment
• Communicate internally to ensure that brands resonate within organizations.

An identifiable, attractive brand offers an enormous competitive advantage. By applying the concepts in this book, organizations can use customer service as a powerful tool for establishing and maintaining a distinct brand identity.

What they say about the book:

"Barlow and Stewart break new ground in bringing together the dynamics of customer service with the intricate connections a great brand engenders."
--Kevin Roberts, CEO Worldwide, Saatchi & Saatchi

What Nick Sampson from brandedservice says about the book.

A link to a free excerpt

About the authors:

Janelle Barlow is president and owner of TMI US. Her clients include Hewlett-Packard, Chevron, Exxon, Genentech, Avon Cosmetics, Kaiser Permanente Hospitals, and many others. She also sits on the board of the National Speaker's Association.

Paul Stewart is a Director of TMI New Zealand, which is part of the international human-factor based business solutions company TMI International. TMI works to create Exciting Company Cultures, applying concepts in organizational development, operational processes, internal marketing and communications.He was previously chief economist for the ANZ Banking Group (NZ) Ltd. And has held key executive roles specializing in operationalizing corporate strategy through brands and organizational culture. Now he works with a range of companies in integrated brand, culture development and emotional intelligence. He also mentors and advises executives from a number of leading New Zealand organizations.

The Philosophy of Branding, Thom Braun, Kogan Page

In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the worlds greatest Western thinkers...

Heraclitus, Socrates, Plato, Aristotle, Descartes, Spinoza, Leibniz, Locke,....Nietzsche....Popper

...to reveal what they might say about branding if they were alive today.

Filled with contemporary examples, pragmatic insights and summaries of each philosopher's "top tips" , this elegant and witty book will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking.

What they say about the book:

`Thom Braun`s mission, in this eclectic and readable book, is to get us thinking and, whether he`s relating Plato to Persil or Descartes to Diet Coke, that`s just what he does. No marketer will think about their job in the same way after reading this. Enjoyable and thought-provoking`
James Thompson, Senior Vice President, Marketing, Diageo, North America

“The Philosophy of Branding makes for a playful, informative and thought provoking read. It’s particularly refreshing because it asks us to consider some of the fundamentals of brand strategy from a completely unfamiliar viewpoint.”
-Brand Strategy

About the author:

Thom Braun is Director of Unilever’s global Marketing Academy, as well being an ordained priest in the Church of England and a successful author. For 25 years, Thom has interwoven his ‘careers’ as a branding expert, academic, writer and clergyman into a unique blend of skills and experiences. His marketing and branding credentials come from time spent as a consultant and 21 years working with Unilever, where he plays a key role in the company’s global marketing operations. Thom’s academic works include Disraeli the Novelist (Allen & Unwin), published when he was only 27; Holy Orders and Free Spirits (HarperCollins); and most recently kingdom.com (SCM-Canterbury Press) a satirical novel about the commercialization of the Church of England.