Interbrand and Forum Corporation Launch Book that Reveals the Secrets of Successful Brand Cultures
Features Executive Interviews from Some of the World's Most Respected Brands.
Interbrand, the world's leading brand consultancy, and Forum, an FT Knowledge company and global leader in workplace learning, today announced the U.S. launch of Uncommon Practice - People who deliver a great brand experience, a new book that explores the cultures of such successful and well-known brands as Harley Davidson, Amazon.com and Virgin.
In revealing interviews with key executives at 19 companies, the book provides lively perspectives on how their brands have achieved what others so frequently talk about, but rarely accomplish. Co-edited by Interbrand's Andy Milligan and Forum's Shaun Smith, Uncommon Practice demonstrates that the success of these brands stems largely from their distinctive cultures, which have been created by defying conventional business wisdom and breaking many of the traditional rules of management. These strong cultures engender exceptional levels of commitment from their people, who, united behind a clear brand vision, translate genuine belief in the company into distinctive customer experiences, enabling the companies to consistently deliver on their brand promises.
Chuck Brymer, Chairman and CEO of Interbrand Group, said, "Presented in this book are prime examples of brands that have achieved clear distinction from their competitors. But, we rarely get the chance to learn what they do to achieve such powerful differentiation and high levels of customer retention. Uncommon Practice lifts the veil off of some of the world's best known brands, and shows us how they have achieved such great success."
Uncommon Practice seeks to answer some of the following intriguing questions: Why does Amazon reject the idea of opening physical book-stores? Why do thousands line up when Krispy Kreme opens a new store, and why do 20,000 "HOGs" show up for rides and beers with senior executives from Harley-Davidson?
As Shaun Smith, co-editor and Senior Vice President of Forum, explained, "The experience economy has truly arrived; customer service is expected. The market leaders of today and tomorrow are creating branded customer experiences that no competitor can duplicate, requiring new forms of collaboration between Marketing, Operations and Human Resources."
Andy Milligan, co-editor and Director of Interbrand, continued, "We have long argued that the value of brands to businesses is that they represent a reliable and protectable stream of ongoing revenues. But brands have organizational value as well, by owning a differentiated customer-focused idea and a way of doing things which is unique."
For further information or to review content:
Regina Milano
(212) 798-7513
[email protected]
Kirstin Gray
(617)371-3324
[email protected]
Notes to editors:
Uncommon Practice (ISBN 0273659367) is available through Amazon.com.
About Interbrand
Interbrand ( www.interbrand.com ), the leading brand consultancy and authors of the annual ranking of "The World's Most Valuable Brands," published by BusinessWeek, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset -- their brands. Founded in 1974, Interbrand has offices in 34 cities in 22 countries, and clients who are among the most recognized and respected in their industries. For more information visit the world's only online exchange about branding, produced by Interbrand, at www.brandchannel.com.
About Forum Corporation
The Forum Corporation, an FT Knowledge company, is a global leader in workplace learning that partners with large, leading companies to deliver learning that equips people to implement company strategy, solve business problems and perform better. Its clients include more than 130 members of the Fortune 500.
Forum solves important business issues through learning by improving the customer experience, developing leaders at all levels, and designing and developing custom learning solutions.