Bold: How to be brave in business and win

Enhanced descriptions from Syndetics:

WINNER: CMI Management Book of the Year Awards 2012 - E-book Category

More than ever before business success depends on standing out from the crowd and delivering authentic experiences that turn your customers into advocates for your business. BOLD tells the stories of 14 companies that prove that brand building is now about completely rethinking the customer experience and redefining the relationship you have with your customers. Each inspiring story is told by the executives involved who were brave enough to pursue audacious goals, challenge industry norms and win.

BOLD puts the spotlight on Virgin Galactic, Innocent, O2, Air Asia X, Chilli Beans, Six Senses Resorts and Spas, Burberry, BBH, The Geek Squad, TNT Express, JCB, WWF, Umpqua Bank and Zappos.com. These inspiring case studies demonstrate that putting purpose before profit, going way beyond what customers expect and relentlessly differentiating themselves from everyone else - in other words, being bold in thought, bold in execution and bold in measuring their success in new ways - pays off.

Table of contents provided by Syndetics

• Introduction (p. 1)
• Chapter 1 Virgin Galactic (p. 7)
• Bold practices (p. 8)
• Sir Richard Branson - the visionary (p. 9)
• Will Whitehorn - the president (p. 10)
• Stephen Attenborough - the commercial director (p. 17)
• Trevor Beattie - the passenger (p. 19)
• Brian Binnie - the pilot (p. 23)
• Bold lessons (p. 26)
• Chapter 2 O2 (p. 29)
• Bold practices (p. 30)
• Ronan Dunne - the CEO (p. 31)
• Tim Sefton - the strategy guy (p. 38)
• Gav Thompson - the brand guy (p. 43)
• Bold lessons (p. 48)
• Chapter 3 AirAsia X (p. 53)
• Bold practices (p. 54)
• Azran Osman-Rani - the CEO (p. 55)
• Moses Devanayagam - director of operations (p. 62)
• Datin Shelina Razaly Wahi - director of legal and people (p. 64)
• Bold lessons (p. 66)
• Chapter 4 Chilli Beans (p. 71)
• Bold practices (p. 72)
• Caito Maia - the founder (p. 73)
• Mario Ponci Neto (Marinho) - the expansion and new business director (p. 75)
• Vanessa Rincon - director of products and supplies (p. 78)
• Bold lessons (p. 79)
• Chapter 5 Six Senses Resorts and Spas (p. 83)
• Bold practices (p. 83)
• Sonu Shivdasani - the visionary (p. 84)
• Bernhard Bohnenberger - the managing director (p. 90)
• Anand Rao - the chief talent officer (p. 93)
• Alasdair Junor - the COO (p. 95)
• Rochelle Kilgariff - the general manager (p. 97)
• Christopher Bailey - the customer (p. 100)
• Bold lessons (p. 101)
• Chapter 6 Burberry (p. 105)
• Bold practices (p. 106)
• Angela Ahrendts - chief executive officer (p. 107)
• Christopher Bailey - chief creative officer (p. 111)
• Sarah Manley - chief marketing officer (p. 114)
• Reg Sindall - executive vice president, corporate resources (p. 117)
• Bold lessons (p. 120)
• Chapter 7 BBH (p. 123)
• Bold practices (p. 124)
• Nigel Bogle - founder (p. 124)
• John Hegarty - founder (p. 129)
• Gwyn Jones - global chief operating officer (p. 132)
• Charles Wigley - chairman of BBH Asia (p. 136)
• David Gates - global category director for whisky for Diageo and BBH client (p. 139)
• Bold lessons (p. 141)
• Chapter 8 The Geek Squad (p. 145)
• Bold practices (p. 145)
• Robert Stephens - founder and chief inspector (p. 146)
• Jeff Severts - the promise maker (p. 153)
• Lee Williams - the Double Agent (p. 158)
• Casper Thykier - the customer (p. 160)
• Bold lessons (p. 162)
• Chapter 9 Zappos.com (p. 167)
• Bold practices (p. 168)
• Tony Hsieh - delivering happiness (p. 168)
• Wendy Fitch - the happy customer (p. 172)
• Alexa Farnes - the happy employee (p. 175)
• Rob Siefker - the happy manager (p. 177)
• Bold lessons (p. 180)
• Chapter 10 Umpqua Bank (p. 183)
• Bold practices (p. 184)
• Ray Davis - the game changer (p. 185)
• Lani Hayward - the creative strategist (p. 190)
• Barbara Baker - the culture enhancer (p. 194)
• JoEllen Nieman - the customer champion (p. 197)
• Bold lessons (p. 200)
• Chapter 11 TNT Express (p. 205)
• Bold practices (p. 205)
• Marie-Christine Lombard - group managing director (p. 206)
• Michael Drake - the strategist; regional managing director North Asia (p. 208)
• Iman Stratenus - the visionary; managing director China (p. 210)
• Alex Xiang - the champion (p. 213)
• Chris Goossens - the advisor; global customer experience director (p. 215)
• Bold lessons (p. 218)
• Chapter 12 JCB (p. 223)
• Bold practices (p. 224)
• Sir Anthony Bamford - chairman (p. 224)
• John Kavanagh - director of communications (p. 230)
• Matt McClurg - global marketing director (p. 234)
• Tim Burnhope - group MD (p. 237)
• Kevin Balls of J C Balls - the lifelong customer (p. 239)
• Bold lessons (p. 240)
• Chapter 13 innocent (p. 245)
• Bold practices (p. 245)
• Richard Reed - chief squeezer (p. 247)
• Dan Germain - guardian angel (p. 251)
• Steve Spall - paranormal greengrocer (p. 253)
• Jessica Sansom - head tree hugger (p. 256)
• Joe McEwan - juice figalow (p. 258)
• Karen Callaghan - chief grower (p. 262)
• Bold lessons (p. 263)
• Chapter 14 WWF (p. 267)
• Bold practices (p. 268)
• Jim Leap - director general (p. 268)
• Natasha Quist - regional director, WWF Central Africa Regional Programme (p. 272)
• Lasse Gustavsson - executive director, conservation, WWF International (p. 274)
• Danielle Chidlow - director of brand strategy at WWF International (p. 276)
• Eric Bohm - CEO, WWF Hong Kong (p. 279)
• David Nussbaum - CEO, WWF UK (p. 281)
• Bold lessons (p. 283)
• Chapter 15 How to be bold: practices, principles and people (p. 289)
• The bold practices: the what (p. 290)
• The bold principles: the why (p. 295)
• The bold people: the who (p. 301)
• How bold are you? (p. 302)
• Chapter 16 Bold practice survey (p. 305)
• Bold action - how do you build a bold brand? (p. 310)
• Bold - the keynote presentation (p. 313)
• Bold - the webinar (p. 313)
• Bold - the Brand Experience Masters programme (p. 314)
• The BOLD authors (p. 316)
• Acknowledgements (p. 318)

Reviews provided by Syndetics

Library Journal Review

Brand consultants Smith and Milligan (Uncommon Practice: People Who Deliver a Great Brand Experience; See, Feel, Think, Do: The Power of Instinct in Business) write that for companies to succeed, they must "engage, entertain and educate their audiences." With their book's eye-catching cover design and full-color interior, they seem to be following their own advice. They profile 14 companies chosen for meeting criteria such as having a customer "fandom," delivering a "genuinely remarkable" experience, and "significantly differentiating" themselves with brand positioning. Each profile begins with a company overview and an explanation of how it fits the authors' concept of boldness. The chapters include interviews with CEOs and other employees the authors consider influential in creating and maintaining their companies' brand individuality. Each profile ends with a section called "bold lessons," in which the authors highlight practices mentioned in the interviews that have led to the firms' success. The book also includes a survey for use in assessing how one's own organization measures up on the boldness scale. Verdict Designed to be read online, Bold will appeal to those in MBA and commerce programs as well as fans of titles on corporate leadership.-Sara Holder, McGill Univ. Lib., Montreal (c) Copyright 2011. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.