Index_C

C

Cadbury, 54

Calkins, Earnest Elmo, 24

Carlson Marketing Group, 28

Carlzon, Jan, 48, 102

challenges, market, 105–107

changes

change management, 130–131

to corporate culture, 127–131

culture change consulting, 102–103

in human resources (HR), 157

resistance to, 130

channel marketing, challenge of, 37–39

Christenson, Clayton, 96

clarification of brand personality, 96

clutter removal, 224

Coca-Cola, 87, 104–105

Cohen, Marshall, 159

Collins, Jim, 13, 126

combined offerings, 20–21

Comdisco, 219–220

commitment, employee, 109, 147–148

communication

among brand champions, 151

brand-integrated employee communication programs, 136

effective, 138–141, 188

internal, 133

proactive handling of, 139–140

process of, 141

reinforcement (exercise), 217–220

reiteration/repetition, 175–176, 179

written, 142–143

See also messages

compatibility, 100

competition/competitiveness, 54–55, 127–128

competitive advantage, 167

differentiators, 161

people as competitive edge, 157–158

complaints, handling, 51–52, 210–211

compliance-driven scripting, 64

components of brand space, 97–98

computer industry. See electronics/computer industry

concept of branding, 26

connectors, 155–156

consistency, 76–77, 121–125, 186–188, 225

consumers/customers

attachments to names by, 22–23

beliefs of, 107–108

consumer cynicism challenge (marketing), 106

customer relationship management (CRM), 57–58

customer-staff interactions, 54, 108, 182

customer surveys, 200–201

customer touch points, 199–200

engagement/commitment of, 3–4

expectations, 60

knowledge/information about, 182–184, 187

new, 49–50

willingness to pay for brands, 32

See also experiences, customers'

co-ownership of brands, 18

copywriting, brand, 141–142

corporate identity, 161

Corporate Religion (Kunde), 114

Costco, 60, 85–86, 88–89

Council of Communication Management, 137

Cowell, Simon, 84

cross-functional groups, 102

cues, brand, 209–210

culture

aligning of, with brand, 143–144

changing corporate, 127–131

creating brand-driven, 177

internal, 92

permeating your, 99, 101

power of corporate, 126–129

signals of on- and off-brand, 113–114, 115

See also values

culture change consulting, 102–103

customers. See consumers/customers

customer service representatives. See employees

cynicism, 106, 111