- Reveals the common traits that make brands bold and demonstrates how to use them to stand out from the crowd and deliver authentic experiences that will turn your customers into advocates for your business
- Helps readers to be bold, brave and pursue audacious goals that will challenge industry norms (and win)
- Available with a free corresponding app, available on the App Store, which helps you determine how your brand measures up against the most iconic brands
Bold
How to be Brave in Business and Win
Journey into the stories of 14 businesses that have been brave enough to pursue audacious goals, challenge industry norms and ultimately win in their arena, with inspiring lessons to learn.
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EAN: 9780749463458
Published:
Format: 235x160 Epub
336 pages
About the book
WINNER: CMI Management Book of the Year Awards 2012 - E-book Category
More than ever before business success depends on standing out from the crowd and delivering authentic experiences that turn your customers into advocates for your business. BOLD tells the stories of 14 companies that prove that brand building is now about completely rethinking the customer experience and redefining the relationship you have with your customers. Each inspiring story is told by the executives involved who were brave enough to pursue audacious goals, challenge industry norms and win.
BOLD puts the spotlight on Virgin Galactic, Innocent, O2, Air Asia X, Chilli Beans, Six Senses Resorts and Spas, Burberry, BBH, The Geek Squad, TNT Express, JCB, WWF, Umpqua Bank and Zappos.com. These inspiring case studies demonstrate that putting purpose before profit, going way beyond what customers expect and relentlessly differentiating themselves from everyone else - in other words, being bold in thought, bold in execution and bold in measuring their success in new ways - pays off.
About the authors
Shaun Smith is founder and partner in the customer experience consultancy Smith+Co which works with leading brands around the world. A thought leader on the subject of customer experience strategy, he has featured many times on CNBC's Ask the Expert programme and is the co-author of On Purpose (published by Kogan Page).
Andy Milligan has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. He appears regularly in the media to comment on brand issues, is the author of Brand it Like Beckham and co-author of On Purpose (published by Kogan Page).
Packed full of original ideas and inspirational stories that'll give you the confidence to do things your way.
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