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Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. 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Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service. Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. 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No matter how good the work behind brand positioning and communication, a reputation can be ruined by one poor interaction with a customer. The challenge for any brand-focused company is to ensure that the whole organisation actually 'lives' the brand. New in paperback, Brand Manners is the runaway bestseller that demonstrates why a company needs, and how it can create, a branded service culture that consistently exceeds customer expectations. Drawing on a host of major case studies, Hamish Pringle and William Gordon show how any company can align its internal and external brand values to build a 'self-confident' organisation.","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49624976654609,"sku":"GOR007371659","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":50760181580049,"sku":"GOR005804858","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":51488394445073,"sku":"GOR014300993","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0471496065.jpg?v=1750781691"},{"product_id":"celebrity-sells-book-hamish-pringle-9780470868508","title":"Celebrity Sells","description":"Celebrities have always captured the imagination of the public. In todaya s age of consumerism, their ability to influence our behaviour can be seen worldwide.  Harnessing this power can reap huge rewards for business -- the Jamie Oliver campaign helped turn around Sainsbury's fortunes, with the return on investment estimated at GBP27.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49629163520273,"sku":"GOR001473314","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50352848896273,"sku":"CIN0470868503G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":51147000250641,"sku":"NIN9780470868508","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52125185278225,"sku":"NLS9780470868508","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":53136442032401,"sku":"GOR002990005","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0470868503.jpg?v=1751007544"},{"product_id":"spending-advertising-money-in-the-digital-age-book-hamish-pringle-9780749463052","title":"Spending Advertising Money in the Digital Age","description":"Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. 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