Overpromise and Overdeliver: The Secrets of Unshakeable Customer Loyalty

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Penguin, 2005 - Business & Economics - 226 pages
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Companies like American Girl, Best Buy, Washington Mutual, and TiVo came out of nowhere to virtually own their respective markets. How did they scoop their bigger and wealthier competition? It wasn¬'t through a fat marketing budget. It was because they kept their promises . . . and not just any promises, but dangerously ambitious promises. In fact, these companies overpromised to lure customers in¬—and then overdelivered to keep them.

Rick Barrera, a respected marketing consultant and business lecturer, has studied these word-of-mouth-driven successes and concluded that they are masters of what he calls TouchPoint Branding¬—the art of making sure that every point of contact between a company and its customers is well executed and fulfills an over-the-top brand promise.

Barrera explains how TouchPoint Branding¬'s three major components¬—Product TouchPoints, System TouchPoints, and Human TouchPoints¬—can create dramatic market differentiation. The companies featured in the book start with an extraordinary product (like the Hummer), supported by smoothly running systems (like the Sumerset Houseboats Web site), and add satisfying human contact (like the service at an American Girl store).

It¬'s an old clich√© in business that smart companies underpromise and overdeliver. But in today¬'s crowded market, that¬'s not enough. Barrera¬'s insights and case studies can help any company overpromise . . . and still overdeliver.


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Everything about branding and keeping your brand on top of the promise. Some quite good examples and interesting models, although no particularly mind-blowing conclusions. Quite straightforward message, which is stated in the headline of the book.


Chapter 2
Chapter 3
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Chapter 6
Chapter 7
Chapter 8
Chapter 9

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About the author (2005)

David Dyergrew up in a coastal town in NSW, Australia, and graduated as dux of his high school in 1984. After commencing a degree in medicine and surgery at the University of Sydney, he soon decided it was not for him.

David went on to train as a ship's officer at the Australian Maritime College, travelling Australia and the world in a wide range of merchant ships. He graduated from the college with distinction and was awarded a number of prizes, including the Company of Master Mariners Award for highest overall achievement in the course. He then returned to the University of Sydney to complete a combined degree in Arts and Law. David was awarded the Frank Albert Prize for first place in Music I, High Distinctions in all English courses and First Class Honours in Law. From the mid-1990s until early 2000s David worked as a litigation lawyer in Sydney, and then in London at a legal practice whose parent firm represented the Titanic's owners back in 1912. In 2002 David returned to Australia and obtained a Diploma in Education from the University of New England, and commenced teaching English at Kambala, a school for girls in Sydney's eastern suburbs.

David has had a life-long obsession with the Titanic and has become an expert on the subject. In 2009 he was awarded a Commonwealth Government scholarship to write The Midni

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