bad service, 84–85, 85–86, 123–124
balanced scorecard approach, 137
Baycorp, 110
behavior
demonstrating brand values behaviorally, 208–209
ideal versus actual brand behavior, 206
identifying employees', 72, 131
Isle of Capri's on- and off-brand leadership, 165–166
loyal, 57–59
as means of brand reinforcement, 45
monitoring of on- and off-brand by brand champions, 154–155
off-brand, 218
organizational, 74–75
shifting employee, 110
sporadic versus penetrating, 155–156
beliefs, consumers', 107–108
Bell South, 132
benefits
of brand champion teams, 149–150
branding customer service, 85–88
copy strategy, 142
links of brands to psychological/social
benefits, 24–25
overlooking emotional benefits of brands, 30
Berrett-Koehler (BK), 82–83
Berry, Jon, 155
Best of Active Learning, 46–47
best practices, 96
Best Practices Study (Prophet's), 70–71
"bests" for performance excellence, 126
Blanc, Raymond, 85
Blockbuster Video, 120–121
BMW, 9
Bogelund-Jensen, Anne, 64
Boone, Robert, 166
Borgardt, Joel, 172
brand awareness exercises. See exercises
Brand Books, 162–163,166, 219–220
See also mission statements
brand champions
as connectors, 155–156
education for, 150–152
monitoring of on- and off-brand
behavior by, 154–155
nominating, 148–150
role of, 145–147
brand-congruent service interactions, 8
brand differentiation, 82
brand DNA, 72, 95–98, 113–114, 146, 163
branded customer service
versus generic, 4, 41–43, 193, 227
overview, 1–7
brand erosion, 2
Brand Finance, 33
Brand Guardians, 17
brand induction, 66–67
branding agencies, 51
Branding Revolution, 17
brand ownership (exercise), 192
brand reinforcement, 5–6, 43
behavior as means of, 45
communication (exercise), 217–220
creating time for, 183–184
customer service as, 56–57
strengthening consumer perceptions, 120–121
TMI's, 139
See also off-brand service/reinforcement; on-brand service/reinforcement
brand resonance, 136–138,138–141
See also communication
brand space, 180
brand toolbox. See exercises
Branson, Richard, 124–125
Brilliant, Andrew, 174
British Airways (BA), 103
Build-A-Bear stores, 89–91
business decisions, alignment of brands with customer service, 35
business strategies, 221