Dedications. Quotation. Acknowledgements. Publisher2s Note. Preface. Foreword. THE BRAND MANNERS BOOK OF LIFE. 2Manners Maketh Man2.

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: 2Happy Surprises2. How Defining Gestures Build Brands. Really Listening Adds Real Value. The Power of Customer Pledges. Moments of Truth. Section Five: 2Feeling Good2. Defining Outstanding Customer Service. The Importance of Under-promising and Over-delivering.

How Enabled Employees can Deliver for Customers. Recruiting in Line with the Brand2s Values. THE BRAND MANNERS HOW-TO GUIDES. The Chief Executive Officer. The Marketing Director. The Employee. Management. Customers.

Conclusion. Quotation. Bibliography. Webography. Index.