TABLE OF CONTENTS

Introduction: On Brand or Off Brand

Part I: Linking the Big World of Branding to Customer Service
1. The Branding Imperative
2. Generic Customer Service Isn't Enough Anymore
3. Roadmap to Branded Customer Service

Part II: Imbedding On-Brand Service into your Organizational DNA
4. Defining Your Brand DNA
5. Three Brand Power Tools: Likeability, Reinforcement & Consistency
6. Culture Change: The Bedrock of Brand Development
7. Communicating to Ensure Brand Resonance
8. Internal Word of Mouth: The Role of Brand Champions
9. Human Resources: The Window to the Corporate Soul

Part III: The Branded Customer Service Tool Box
10. Great Brands Are Supported from Within: The Role of Management
11. Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
12. The Tool Box of On-Brand Exercises: Ensuring Your Sales Approach and Messages Are On-Brand