Ordóñez, Lucas 177
Oreo 63
‘Organizational Alignment Model’ 140
see also On Purpose toolkit
O’Rourke, PJ 19
O2 14, 32, 77, 111, 139–40, 165
see also giffgaff
over-indexing 96–97, 98, 121, 222
Oxfam 21
Pan Am 172
Patagonia 139
Patsavellas, John 198–200
Pickering, Ann 139–40
Pilet, Michel 234, 236, 244
Pine, Joseph 12
Pink, Daniel 39–40, 145
Porter, Michael 5
Premier Inn 107, 230
align 256–62
‘Bigger, Bolder, Better’ campaign 245–46, 248, 251, 252, 256–57, 258, 259, 261–62, 265
‘Brilliant Beginnings’ recruitment process 261
case study 245–69
define 250–54
design 254–56
digital experience 266
employee engagement 263–64
employee proposition 256–57
engage 246–49
‘Good Night Guarantee’ 253, 262, 264
‘Hypnos’ bed 253, 255
innovate 264–66
insight 249–50
meaure 262–64
Primark 9
Proctor & Gamble (P & G) 25, 40, 44, 47, 59, 174
profit 21, 40
Punchdrunk 13
purpose 5–14, 24, 121, 172
brands and 29–32
business growth and 42–43
customers and 5–6
drivers 22
employees and 7
higher 20
importance 8–14
insight 25–29
right kind 23–25
social 21
wrong kind 19–23
purposeful leadership see leadership
Rackpace Hosting 163
Ranzen, Esther 155
Rawlings, Sue 81–82
Ray Ban 110
Reed, Richard 43
Renault 177
RightNow Technologies 84
Ritz-Carlton 25, 94–95, 133, 140
Roberts, Steven 26–27
Ryanair 85, 95
Sainsbury 20, 60
Schouraboura, Dr Nadia 118–21
Schultz, Howard 12, 46
Sefton, Tim 32–33
service profit chain 162–64, 238
‘Seven Step Guide’ 211, 214, 215–23
shared value 5
Shark Tank 19
Shivdasani, Eva 110
Shivdasani, Sonu 39, 110, 112
Sinek, Simon 247
Singapore Airlines 82
Six Senses 110, 112
Sloan, Alfred 59
social media 59–60, 64, 65, 66–67, 91, 222, 25
recruitment 141
Sony Playstation 177
Sordo, Francisco 165–67
Southwest Airlines 7, 44, 48, 82
Starbucks 12, 41, 46, 127
Stephens, Robert 21–23, 29–30, 31–32, 38, 43, 46–47, 57, 62, 69, 137, 142–43, 177
Sugru 70–73
Taylor, Frederick 59
Telenet for Business 235
Temkin Group 7
ten Hove, Michael 167–69
Tesco 6
Teixiera, Thales S 60
Telefonica UK 96
The Economist 29
The Leadership Circle® 48
Thompson, Gav 33–36
Tide 40
Timpson 149–59
Timpson, James 153, 154
Timpson, John 153, 156–59
T-Mobile 46–47
TNS 12
Toyama, Claudio 48–49
Treacey, Michael 232
triad power 212, 251
Uber 11
Umpqua Bank 4, 7, 47, 111–12, 113–14
United Airlines 64
values 6
brand 211, 265
consumer 8–10
Vaswani, Ashok 3
Virgin 59–60
Virgin Atlantic 64, 81–82
Virgin Galactic 47, 107, 109
Virgin Media 234, 235
Wade, Tim 100–04, 122
Wallop, Harry 72
Welch, Jack 232
Wheeler, Joe 14, 162–65, 238
Whitbread PLC 245
WIN card 263
Wiechers, Eric 232–33, 236–37, 241–42, 244
Wiersema, Fred 232
Wilcox, Paul 180–82
Woods, Tiger 62
World Wildlife Trust (WWF) 9
YouTube 64
Zappos 110, 135
Zara 22
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publisher and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or either of the authors.
Note on the Ebook Edition
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First published in Great Britain and the United States in 2015 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:
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© Shaun Smith and Andy Milligan, 2015
The right of Shaun Smith and Andy Milligan to be identified as the authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
ISBN978 0 7494 7191 0 (print)
E-ISBN978 0 7494 7192 7 (ebook)
* * *
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
* * *
Library of Congress Cataloging-in-Publication Data
Smith, Shaun, author.
On purpose : delivering a branded customer experience people love / Shaun Smith, Andy Milligan.
pages cm
ISBN 978-0-7494-7191-0 (paperback) – ISBN 978-0-7494-7192-7 (ebk) 1. Customer relations. 2. Relationship marketing. 3. Branding (Marketing) I. Milligan, Andy, author. II. Title.
HF5415.5S595 2015
658.8’12–dc23
2015031282
* * *
Typeset and Ebook by Graphicraft Limited, Hong Kong
Print production managed by Jellyfish
Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY
n Archive.