By Duane Knapp

Model process professional and Fortune 500 advisor Duane Knapp provides his mystery formulation for changing into a model that promises on its promise, displaying find out how to make the correct promise, how you can maintain it-and how pleasant that promise will flip any company into person who humans will respect, belief, and help for years to come.Knapp explains the stairs for locating and forming an effective promise, and exhibits tips to enforce 3 key ideas that determine enterprise luck. First-hand case experiences and compelling interviews of profitable enterprise leaders illustrate the best way to placed those ideas into motion.

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Extra info for The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success

Sample text

Many companies fail to provide personal service when it is needed most. How easy is it to contact a real “live” empowered, decision-making customer service representative on the weekends? It is the experience—the interaction between customers and the company—that shapes and drives brand perceptions, attitudes, and buying decisions. This process begins when the promise is made and extends to when the promise is delivered. The brand’s ability to live up to its promise determines whether customers, newly acquired or long term, are loyal and return.

It dictates how the organization wants its customers to feel about their experience. 4) indicates a commitment to being fast and efficient and a promise to be there for their customers. 3 an employee. While it is essential to be really good at the functional side of your business, that’s the given for success today. Your distinctiveness needs to be focused on how you want to make people feel. Tim Sanders, author of The Likeability Factor,4 makes it easy to understand. 4 executives, How likeable are you?

Not one of these businesses’ employees understood the question, let alone could explain what their promise was. We believe that there is a real opportunity to provide customers with a pleasant surprise. 1. Danny Meyer, renowned New York restaurant owner, makes our point: “One of the real keys to success of our restaurants is understanding the difference between service and hospitality. ”1 In 2006 Accenture, a global consulting firm, conducted an online survey of more than 1,000 consumers. “Fifty-seven percent of respondents said customer service technologies such as 27 Copyright © 2008 by BrandStrategy, Inc.

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The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success by Duane Knapp


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