Pacific Southwest Airlines (PSA), 61–63
partners, human resources as strategic, 114–117
Payne, Adrian, 181
perceptions, 18, 173, 178
performance, 126, 214
personality statements, 27–28
Peter, Peta, 68
Peters, Tom, 127
PIMS, 28
Pine, Joe, 5–6
Platt, John Rader, 122
policies, 134, 215
positioning, 144, 153, 158
positive feelings for brands, 184
power tools
consistency, 121–125
likability, 118–120
reinforcement, 120–121
Pret a Manger, 83–84, 161–162
priming phenomenon, 206–207
Principled Profit (Horowitz), 120–121
processes
communication, 141
modifications to, 134
sales, 187
Procter & Gamble, 25
products, companies defined by their, 78
profitability, 33
proliferation challenge (marketing), 106
promises
ASB Bank's, 175
defining delivery of, 96
Domino Pizza's, 182
employee understanding of, 176–179
internal promotion of, 109
Isle of Capri Casinos', 164
psychological needs of customers and, 3–4
reflections of, in branded service, 89
service experiences versus, 2
specific, 49–50
Star Alliance's, 123
strategies for reflecting, 73–77
trust in, 52–55
well-constructed, 42
Prophet's Best Practices Study, 70–71
psychological issues. See emotional/psychological issues
push and pull (stretch) strategy, 108–113,145–146