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The Brand Who Cried Wolf
Deliver on Your Company's Promise and Create Customers for Life
Scott Deming (Author)
9781118036761, Wiley
Paperback / softback, published 23 November 2010
224 pages
22.9 x 16.1 x 1.6 cm, 0.369 kg
PRAISE FOR THE BRAND WHO CRIED "WOLF" "Powerful brands command. Read this insightful book and allow Scott to share how to make your brand stand out and deliver you buckets of money!" "Deming's approach to branding is not about gimmicks. It's about relationships-the real formula for building and sustaining your brand and your business." "It doesn't matter what you sell. We're all selling service. Deming's book shows businesses of all sizes how to create incredible brand power through innovative service levels. The Brand Who Cried Wolf will not end up on your book shelf; it will stay in your briefcase or on your desk as a daily reference guide. If you want to grow your business, get this book!" "Deming's revelations on creating an emotionally engaging experience between you and your customer are without equal!" "The Brand Who Cried Wolf explains how every customer interaction, large or small, impacts your brand's image and reputation. This is an easy-to-read book— everyone in your organization needs to own." "Deming delivers an essential message to businesses and delivers in a way you won't forget. You know the fairy tales, just adapt it to your unique brand: you!" "Stories sell, and that's what helps sell the ideas in this brilliant book. If you're in business-any business-you need this book. Get it now!"
—Mark Victor Hansen, bestselling author of the Chicken Soup for the Soul(r) series
—Rieva Lesonsky, Editorial Director, Entrepreneur magazine
—John Valletta, President, Super 8 Motels
—Joel Bauer, bestselling coauthor of How to Persuade People Who Don't Want to Be Persuaded
—Patrick Sweeney, coauthor of the New York Times bestseller Succeed on Your Own Terms; cohost of the nationally syndicated radio show Winning in Business
—Wayne Kandas, CFP and host of nationally syndicated Bloomberg Radio
—Robert G. Allen, bestselling coauthor of Cracking the Millionaire Code; CEO of The Enlightened Millionaire Institute
Preface. What's Up with the Children's Stories? Creating Beliefs That Shape Your Brand! Acknowledgments. Introduction. "The Boy Who Cried 'Wolf'" Chapter 1: You're Not a Marketing Animal? This Book's Still for You! Branding versus Advertising and Marketing—Completely Different Animals. The Story of the Eagle, the Crow, and the Shepherd. You Build and Sustain the Brand! Advertising as Awareness. Marketing as a System of Uniting Businesses and Customers. Branding Is a Process of Creating Authentically Unique, Emotional Experiences That Yield Evangelicals. Widening the Scope of What Constitutes a Brand. I'm a Brand,You're a Brand—We're All Brands! Chapter 2: This Is Not Your Father’s Branding Formula. Defining a Brand. "The Tortoise and the Hare" Successful Brands Defy Expectations. Defying Expectations Means Overdelivering on Your Brand Promise. Chapter 3: You Got What You Came For—I Did My Job . . . Didn’t I? A Typical Service versus a Unique Experience. "The Crow and the Pitcher" Building a Brand Doesn't Happen Overnight (Don't Kill Your Golden Goose!) Building a Brand: A Mere Transaction, a Typical Service, or a Unique Experience? Transactional versus Unique Experiences. Typical Service versus Unique Experience. The Unique, Emotional, Memorable Experience. Chapter 4: Forget About Me and My Stuff; Let's Talk About You! Creating the Ultimate Customer Experience. "The Lion and the Mouse" Developing Relationships:The Heart and Soul of Branding. Transcending the Typical: Michelene,Nayan, and Ray. Branding: If You Build It,They Will Come—But You've Got to Sustain It! Chapter 5: Can I Borrow Your Shoes? Walking a Mile in Your Customers'—and Your Employees'—Shoes. "The Frog Prince" I Am My Customer. Your Customers Are Not Clones! Avoid Thinking Exclusively in Terms of a Core Customer. Be Your Customers and Employees:You Can Fit into Any Size Shoe! Chapter 6: Get Over Yourself! We're Not as Great as We Think We Are. "The Fox and the Crow" The Lake Wobegon Effect. Yeah,You’re Good, But Not That Good! Avoiding the Lake Wobegon Effect. Chapter 7: You Talkin' to Me? You Never Know Who You’re Dealing With! "Puss-in-Boots" Your Actions Generate Far-Reaching Ripples. Some Words Are Actions. Avoiding Negative Ripples. Chapter 8: Just Call Me Slick! People Really Hate to Be "Sold" "The Wolf in Sheep's Clothing" What We've Accomplished So Far. Creating an Authentic Brand Identity: Sincerity Can't Be Faked! Inauthentic Brand Identities. Your Brand Identity Is Deeply Personal. How Big Organizations Must Generate Personal Brands. Chapter 9: Branding? LOL! Branding for the Technology-Driven Business. "The Three Little Pigs" What Technology Does for Us. The Downside of Mass Communication. How to Use Technology to Extend Your Reach of Influence. Chapter 10: Bringing It All Together. Understanding the Roles and Fusion of Advertising and Branding to Create the Ultimate Branding Machine. "The Circus Barker:An Original Deming Tail" Your Brand Is Your Foundation. Avoid Driving Customers to a Flawed Service! Conclusion. Bibliography. Index.
Subject Areas: Business & management [KJ]
