Drawing on his work with brands that are household names at home and abroad, O’Neill outlines his advice in a highly structured and easy-to-read way – using real-life examples and insights gained in the marketplace. The lessons learnt from working with some of the best global brands are shared in this book, which can be applied to all industries in B2C, B2B and the public sector.

The key principle of this practical guide is how to ensure customers of all business types get great experiences consistently – making them more likely to buy from that business repeatedly and become strong advocates for that brand. Premium Is the New Black is a ‘must read’ for leaders and managers in all business sectors.

Alan O’Neill has over two decades of experience helping international and Irish businesses effect change and provide better customer experience. He also writes a weekly business page in The Sunday Independent – Ireland’s best-selling newspaper.