Hamish Pringle is Director General of the IPA, the Institue of Practitioners in Advertising. Previously he has held senior positions in leading agencies including Ogilvy & Mather, Boase Massimi Pollitt, Abbott Mead Vickers, and Saatchi & Saatchi. He graduated from Trinity College Oxford with a BA in PPE. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands. William Gordon is Strategy Partner with Accenture, one of the world's premier management consulting firms. He obtained a BSc in Engineering at King's College London and an MBA & Diploma in International Studies at London Business School. Over the past 25 years, William has consulted with boards of major corporations across almost all sectors, spanning North America, Europe, the Middle East and Asia.

• Dedications.Quotation.Acknowledgements.Publisher's Note.Preface.Foreword.THE BRAND MANNERS BOOK OF LIFE.'Manners Maketh Man'.Customers - The Brand Promise and Individual Brand Manners.Corporations - Happy Surprises.The Tesco Story.THE BRAND MANNERS WAY.The Self-confident Organisation.Brand Manners Approach.Brand Manners in Action.The Orange Story.THE BRAND MANNERS IMPROVEMENT CYCLE.Section One: Individual Behaviour.Conditioning Creates Brands.How Boundaries Create Self-confidence.Making the Most of Habits.Reducing Stress in the Organisation.Section Two: Encounters.Being Ready to Defend the Brand.Minimising Corporate Distance.Managing the Irrational.How Trust Fits In.Section Three: The Brand Promise.High Tech, High Touch in Branding.Dealing with the New Consumerism.How Brand Problems can be Part of the Solution.Protecting the Brand.Section Four: 'Happy Surprises'.How Defining Gestures Build Brands.Really Listening Adds Real Value.The Power of Customer Pledges.Moments of Truth.Section Five: 'Feeling Good'.Defining Outstanding Customer Service.The Importance of Under-promising and Over-delivering.How Enabled Employees can Deliver for Customers.Recruiting in Line with the Brand's Values.THE BRAND MANNERS HOW-TO GUIDES.The Chief Executive Officer.The Marketing Director.The Employee.Management.Customers.Conclusion.Quotation.Bibliography.Webography.Index.

Hamish Pringle is Director General of the IPA, the Institue of Practitioners in Advertising. Previously he has held senior positions in leading agencies including Ogilvy & Mather, Boase Massimi Pollitt, Abbott Mead Vickers, and Saatchi & Saatchi. He graduated from Trinity College Oxford with a BA in PPE. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands. William Gordon is Strategy Partner with Accenture, one of the world's premier management consulting firms. He obtained a BSc in Engineering at King's College London and an MBA & Diploma in International Studies at London Business School. Over the past 25 years, William has consulted with boards of major corporations across almost all sectors, spanning North America, Europe, the Middle East and Asia.

• Dedications.Quotation.Acknowledgements.Publisher's Note.Preface.Foreword.THE BRAND MANNERS BOOK OF LIFE.'Manners Maketh Man'.Customers - The Brand Promise and Individual Brand Manners.Corporations - Happy Surprises.The Tesco Story.THE BRAND MANNERS WAY.The Self-confident Organisation.Brand Manners Approach.Brand Manners in Action.The Orange Story.THE BRAND MANNERS IMPROVEMENT CYCLE.Section One: Individual Behaviour.Conditioning Creates Brands.How Boundaries Create Self-confidence.Making the Most of Habits.Reducing Stress in the Organisation.Section Two: Encounters.Being Ready to Defend the Brand.Minimising Corporate Distance.Managing the Irrational.How Trust Fits In.Section Three: The Brand Promise.High Tech, High Touch in Branding.Dealing with the New Consumerism.How Brand Problems can be Part of the Solution.Protecting the Brand.Section Four: 'Happy Surprises'.How Defining Gestures Build Brands.Really Listening Adds Real Value.The Power of Customer Pledges.Moments of Truth.Section Five: 'Feeling Good'.Defining Outstanding Customer Service.The Importance of Under-promising and Over-delivering.How Enabled Employees can Deliver for Customers.Recruiting in Line with the Brand's Values.THE BRAND MANNERS HOW-TO GUIDES.The Chief Executive Officer.The Marketing Director.The Employee.Management.Customers.Conclusion.Quotation.Bibliography.Webography.Index.

Hamish Pringle is Director General of the IPA, the Institue of Practitioners in Advertising. Previously he has held senior positions in leading agencies including Ogilvy & Mather, Boase Massimi Pollitt, Abbott Mead Vickers, and Saatchi & Saatchi. He graduated from Trinity College Oxford with a BA in PPE. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands. William Gordon is Strategy Partner with Accenture, one of the world's premier management consulting firms. He obtained a BSc in Engineering at King's College London and an MBA & Diploma in International Studies at London Business School. Over the past 25 years, William has consulted with boards of major corporations across almost all sectors, spanning North America, Europe, the Middle East and Asia.

• Dedications.Quotation.Acknowledgements.Publisher's Note.Preface.Foreword.THE BRAND MANNERS BOOK OF LIFE.'Manners Maketh Man'.Customers - The Brand Promise and Individual Brand Manners.Corporations - Happy Surprises.The Tesco Story.THE BRAND MANNERS WAY.The Self-confident Organisation.Brand Manners Approach.Brand Manners in Action.The Orange Story.THE BRAND MANNERS IMPROVEMENT CYCLE.Section One: Individual Behaviour.Conditioning Creates Brands.How Boundaries Create Self-confidence.Making the Most of Habits.Reducing Stress in the Organisation.Section Two: Encounters.Being Ready to Defend the Brand.Minimising Corporate Distance.Managing the Irrational.How Trust Fits In.Section Three: The Brand Promise.High Tech, High Touch in Branding.Dealing with the New Consumerism.How Brand Problems can be Part of the Solution.Protecting the Brand.Section Four: 'Happy Surprises'.How Defining Gestures Build Brands.Really Listening Adds Real Value.The Power of Customer Pledges.Moments of Truth.Section Five: 'Feeling Good'.Defining Outstanding Customer Service.The Importance of Under-promising and Over-delivering.How Enabled Employees can Deliver for Customers.Recruiting in Line with the Brand's Values.THE BRAND MANNERS HOW-TO GUIDES.The Chief Executive Officer.The Marketing Director.The Employee.Management.Customers.Conclusion.Quotation.Bibliography.Webography.Index.