On Purpose: Delivering a Branded Customer Experience People Love
- 5h 28m
- Andy Milligan, Shaun Smith
- Kogan Page
- 2015
With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose.
A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels. Shaun Smith and Andy Milligan provide a framework for success, explaining how to:
- Stand Up: be clear about brand purpose and promise
- Stand Out: define, design and deliver distinctive customer experiences across multiple channels
- Stand Firm: create strong cultures that sustain results
They explain and define how to deliver "on purpose" experiences by using a case study, individual thought pieces by experts in the field, and a key action summary at the end of each chapter.
About the Author
Shaun Smith is founder and partner in the consulting firm Smith+Co which works with brands around the world. A thought leader on the subject of customer experience strategy, he has appeared often on CNBC's "Ask the Expert" program.
Andy Milligan is a consultant on brand and business culture. For almost 20 years he has advised major organizations on brand building, customer experience and internal culture.
Together, they are also the authors of Bold (Kogan Page).
In this Book
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Purpose Driven
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Purposeful Leadership
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Infectious Communication
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Distinctive Customer Experience
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Continuous Innovation
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Cult-like Culture
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Distinctive Employee Experience
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Experience Measurement
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Never Stand Still
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On Purpose Profile
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How to Implement – Successfully
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Putting the Principles into Practice
