The book works on the basis that despite the careful positioning, marketing and communication of the brand, its image can be ruined with one bad experience.
The authors believe this can be avoided if the product motivates staff that they are involved.
The book believes that a motivated workforce will create a satisfied, loyal customer base, which generates new business and profit growth. Case studies from super-brands such as Orange, Tesco and Virgin are included to demonstrate the theory.
The book is written by Hamish Pringle, formerly of Saatchi & Saatchi and founder of brand marketing consultancy Brand Beliefs, and William Gordon, a strategy partner at Accenture, formerly Andersen Consulting.
This article was first published on brandrepublic.com