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Uncommon Practice. People who deliver a great brand experience
A book by Andy Milligan and Shaun Smith.
Review by Christine Arden. Much has been written recently about 'inside out branding' and values-led organisations. Whilst many CEOs can agree with these general principles, putting them into action is often an entirely different proposition. This great book profiles 19 fascinating businesses that do and have achieved competitive advantage in the process. The results of 'walking the talk', is staff commitment to delivering an ' uncommon ' brand experience that customers value.
The premise behind the book is that some companies succeed because "their cultures are uniquely developed to meet the needs of their customers in a distinctive way. Critical to the development of that culture is a genuine belief in, and commitment to, the people in the business that has engendered a loyalty uncommon amongst many organisations. This loyalty translates onto a genuine passion for their customers."
The Interbrand and Forum editor duo were also keen to explore a number of myths and perceptions pervasive in business today including:
- Should you assume that the customer is always right?
- Who should come first, your people or your customers?
- Is a focus on the bottom line the main driver of financial success?
- Are external communications more important than internal communications?
- Is harmonizing the culture the first step following a merger?
- Which is more important: hiring right or training right?
- Is advertising and promotion the fastest way to build a brand?
- Is investing in the 'soft stuff' a waste of time?
The book includes a 'who's who' brand lineup of Tesco, PizzaExpress, Amazon.com, Virgin, easyGroup, First Direct, Harley Davidson, Krispy Kreme, Pret A Manger, Manchester United, Richer Sounds, John Lewis, Harrahs, Carphone Warehouse, Oxfam, Midwest Express, RBC Financial Group, Fairmont.
Each brand's story has been relayed through interviews with key executives. Letting the subject's 'speak' effectively captures the unique culture of each company. A brief summary of key practises and insights feature alongside the interviews.
The book itself is very accessible, well edited and designed. In all, there's much to inspire the reader, however the authenticity of the stories and uniqueness of their approach, serves to underline that it is not merely a case of emulating the practises that deliver great brand experiences, but rather forging your own.
Buy this book
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