This book is comprised of a series of interviews that get to the essence of great brand-building. The companies have succeeded because their cultures are uniquely developed to meet the needs of their customers in a distinctive and motivating way.

Learn directly from the individuals who created these brands and the business cultures that support them:

• Virgin • PizzaExpress • Banyan Tree Hotels and Resorts • Oxfam • Midwest Express • Harley-Davidson • Pret A Manger • Tesco • easyGroup • Krispy Kreme • First Direct • Fairmont Hotels & Resorts • RBC Financial Group • The Carphone Warehouse • Manchester United • Harrah's • John Lewis • Richer Sounds • Amazon.com

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And gain valuable insights into how to build your own:
• customer-centric leadership
• distinctive strategy/proposition
• superior products, processes, and people
• internal culture that supports the strategy
• branded customer experience

Praise for 'Uncommon Practice'...

This book takes an original approach to its subject and comes up with some uncommonly useful lessons.
Rufus Olins, editor-in-chief and publisher, Management Today

This is a terrific book. It paints a picture of what the 21st Century company has to look like… This is not about clever advertising but creating a genuine commitment among employees to provide customers with a unique, quality experience.
Professor Peter Doyle, Warwick Business School

How often do you get the chance to have an unmediated head-to-head with business leaders who are delivering on the new frontier of business - the customer experience?
Phil Dourado, Editorial Director, eCustomerServiceWorld.com