Book review: A Branded Customer Experience people love
“On Purpose: Delivering a Branded Customer Experience People Love” explains why brands must go back to basics on why they exist.
Authors Shaun Smith and Andy Milligan argue that brands can achieve exceptional results by having a purpose beyond profit. On Purpose draws upon research with staff and senior executives from Havas Media’s purposeful brands listing to present a framework for success based on being clear about brand purpose and promise. Their research uncovers the three key steps behind achieving purposeful brand status:
Stand Up – for something
Stand Out – be different from your competitors in a way that creates value
Stand Firm – create a culture and organisational DNA that sustains you
In addition to providing numerous examples from companies including Barclays Bank, Best Western, IKEA and Nissan, they present stories from leaders such as Vernon Hill of Metro Bank and John Forrest of Premier Inn.
On Purpose is available now, price £19.99 (KoganPage).