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On Purpose: Delivering a Branded Customer Experience People Love
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.
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.
- GenresBusiness
288 pages, Paperback
First published October 28, 2015
10 people are currently reading
212 people want to read
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Displaying 1 - 3 of 3 reviews
November 2, 2015
Who would be a digital marketer today? So many channels fighting for your attention, so much demand being placed on your brand and then there is the risk of damaging your carefully produced image. Ensuring that it remains accessible, honest, open and relevant is a challenge. Help is at hand!
The authors of this book promise to help you ensure that your brand is present in each space, whilst staying true to its brand purpose – remaining “On Purpose” in other words.
The book takes you through the whole process, examining the brand and its purpose and promise as well as helping define and deliver multiple channel customer experiences and cultures that should or would deliver sustainable results. It backs up this advice with a range of practical guidance and case study examples. It was interesting reading the interviews with specific industry leaders and learning the advice they offer up. Nothing they suggest is that unreachable; it just requires a bit of determination, drive and a will to succeed. People often fall over and mess up the simple stuff though…
Overall the book was an interesting read but it felt quite difficult to establish a deep connection to it. Some books are like that and others you just fall in love with. It would not be fair to describe this as a love-hate relationship, but a slightly straitened reading experience that is worth the effort (if you find the same feeling as this reviewer).
All in all, not a bad book, even with the aforementioned niggles.
On Purpose, written by Shaun Smith & Andy Milligan and published by Kogan Page. ISBN 9780749471910. YYYY
Autamme.com
The authors of this book promise to help you ensure that your brand is present in each space, whilst staying true to its brand purpose – remaining “On Purpose” in other words.
The book takes you through the whole process, examining the brand and its purpose and promise as well as helping define and deliver multiple channel customer experiences and cultures that should or would deliver sustainable results. It backs up this advice with a range of practical guidance and case study examples. It was interesting reading the interviews with specific industry leaders and learning the advice they offer up. Nothing they suggest is that unreachable; it just requires a bit of determination, drive and a will to succeed. People often fall over and mess up the simple stuff though…
Overall the book was an interesting read but it felt quite difficult to establish a deep connection to it. Some books are like that and others you just fall in love with. It would not be fair to describe this as a love-hate relationship, but a slightly straitened reading experience that is worth the effort (if you find the same feeling as this reviewer).
All in all, not a bad book, even with the aforementioned niggles.
On Purpose, written by Shaun Smith & Andy Milligan and published by Kogan Page. ISBN 9780749471910. YYYY
Autamme.com
December 16, 2017
La mayoría de las veces que una empresa que se dedica a consultar escribe un libro, comparte historias que no son suyas. Por eso no saben igual.
Fuera de eso, lo que dice es cierto: hay que tener un propósito, hay que mostrarlo y hay que defenderlo.
Fuera de eso, lo que dice es cierto: hay que tener un propósito, hay que mostrarlo y hay que defenderlo.
March 3, 2016
FTC Disclosure: I received this book free from Goodreads hoping I would review it.
Displaying 1 - 3 of 3 reviews