{"product_id":"the-brand-who-cried-wolf-deliver-on-your-companys-promise-and-create-customers-for-life-paperback-softback-9781118036761","title":"The Brand Who Cried Wolf; Deliver on Your Company's Promise and Create Customers for Life (Paperback \/ softback) 9781118036761","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Brand Who Cried Wolf\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eDeliver on Your Company's Promise and Create Customers for Life\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eScott Deming (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118036761, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 23 November 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e224 pages\u003cbr\u003e22.9 x 16.1 x 1.6 cm, 0.369 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR THE BRAND WHO CRIED \"WOLF\"\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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!\"\u003cbr\u003e—\u003cb\u003eMark Victor Hansen,\u003c\/b\u003e bestselling author of the \u003cb\u003eChicken Soup for the Soul(r) series\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e—\u003cb\u003eRieva Lesonsky,\u003c\/b\u003e Editorial Director, \u003ci\u003eEntrepreneur\u003c\/i\u003e magazine\u003c\/p\u003e \u003cp\u003e\"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. \u003ci\u003eThe Brand Who Cried Wolf\u003c\/i\u003e 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!\"\u003cbr\u003e—\u003cb\u003eJohn Valletta,\u003c\/b\u003e President, Super 8 Motels\u003c\/p\u003e \u003cp\u003e\"Deming's revelations on creating an emotionally engaging experience between you and your customer are without equal!\"\u003cbr\u003e—\u003cb\u003eJoel Bauer,\u003c\/b\u003e bestselling coauthor of \u003ci\u003eHow to Persuade People Who Don't Want to Be Persuaded\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Brand Who Cried Wolf\u003c\/i\u003e 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.\"\u003cbr\u003e—Patrick Sweeney, coauthor of the \u003ci\u003eNew York Times\u003c\/i\u003e bestseller \u003ci\u003eSucceed on Your Own\u003c\/i\u003e Terms; cohost of the nationally syndicated radio show \u003ci\u003eWinning in Business\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"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!\"\u003cbr\u003e—\u003cb\u003eWayne Kandas,\u003c\/b\u003e CFP and host of nationally syndicated \u003ci\u003eBloomberg Radio\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"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!\"\u003cbr\u003e—\u003cb\u003eRobert G. Allen,\u003c\/b\u003e bestselling coauthor of \u003ci\u003eCracking the Millionaire Code\u003c\/i\u003e; CEO of The Enlightened Millionaire Institute\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cb\u003ePreface.\u003c\/b\u003e  \u003cp\u003eWhat's Up with the Children's Stories?\u003c\/p\u003e \u003cp\u003eCreating Beliefs That Shape Your Brand!\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAcknowledgments.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e\"The Boy Who Cried 'Wolf'\"\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1:\u003c\/b\u003e You're Not a Marketing Animal? This Book's Still for You!\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBranding versus Advertising and Marketing—Completely Different Animals.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eThe Story of the Eagle, the Crow, and the Shepherd.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eYou\u003c\/i\u003e Build and Sustain the Brand!\u003c\/p\u003e \u003cp\u003eAdvertising as Awareness.\u003c\/p\u003e \u003cp\u003eMarketing as a System of Uniting Businesses and Customers.\u003c\/p\u003e \u003cp\u003eBranding Is a Process of Creating Authentically Unique, Emotional Experiences That Yield Evangelicals.\u003c\/p\u003e \u003cp\u003eWidening the Scope of What Constitutes a Brand.\u003c\/p\u003e \u003cp\u003eI'm a Brand,You're a Brand—We're \u003ci\u003eAll\u003c\/i\u003e Brands!\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: This Is Not Your Father’s Branding Formula.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDefining a Brand.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Tortoise and the Hare\"\u003c\/p\u003e \u003cp\u003eSuccessful Brands Defy Expectations.\u003c\/p\u003e \u003cp\u003eDefying Expectations Means \u003ci\u003eOver\u003c\/i\u003edelivering on Your Brand Promise.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: You Got What You Came For—I Did My Job . . . Didn’t I?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eA Typical Service versus a Unique Experience.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Crow and the Pitcher\"\u003c\/p\u003e \u003cp\u003eBuilding a Brand Doesn't Happen Overnight (Don't Kill Your Golden Goose!)\u003c\/p\u003e \u003cp\u003eBuilding a Brand: A Mere Transaction, a Typical Service, or a Unique Experience?\u003c\/p\u003e \u003cp\u003eTransactional versus Unique Experiences.\u003c\/p\u003e \u003cp\u003eTypical Service versus Unique Experience.\u003c\/p\u003e \u003cp\u003eThe Unique, Emotional, Memorable Experience.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Forget About Me and My Stuff; Let's Talk About You!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCreating the Ultimate Customer Experience.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Lion and the Mouse\"\u003c\/p\u003e \u003cp\u003eDeveloping Relationships:The Heart and Soul of Branding.\u003c\/p\u003e \u003cp\u003eTranscending the Typical: Michelene,Nayan, and Ray.\u003c\/p\u003e \u003cp\u003eBranding: If You Build It,They Will Come—But You've Got to Sustain It!\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Can I Borrow Your Shoes?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWalking a Mile in Your Customers'—and Your Employees'—Shoes.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Frog Prince\"\u003c\/p\u003e \u003cp\u003eI Am My Customer.\u003c\/p\u003e \u003cp\u003eYour Customers Are Not Clones! Avoid Thinking Exclusively in Terms of a Core Customer.\u003c\/p\u003e \u003cp\u003eBe Your Customers and Employees:You Can Fit into \u003ci\u003eAny\u003c\/i\u003e Size Shoe!\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Get Over Yourself!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWe're Not as Great as We Think We Are.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Fox and the Crow\"\u003c\/p\u003e \u003cp\u003eThe Lake Wobegon Effect.\u003c\/p\u003e \u003cp\u003eYeah,You’re Good, But Not \u003ci\u003eThat\u003c\/i\u003e Good!\u003c\/p\u003e \u003cp\u003eAvoiding the Lake Wobegon Effect.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: You Talkin' to Me?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eYou Never Know Who You’re Dealing With!\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"Puss-in-Boots\"\u003c\/p\u003e \u003cp\u003eYour Actions Generate Far-Reaching Ripples.\u003c\/p\u003e \u003cp\u003eSome Words Are Actions.\u003c\/p\u003e \u003cp\u003eAvoiding Negative Ripples.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Just Call Me Slick!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePeople Really Hate to Be \"Sold\"\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Wolf in Sheep's Clothing\"\u003c\/p\u003e \u003cp\u003eWhat We've Accomplished So Far.\u003c\/p\u003e \u003cp\u003eCreating an Authentic Brand Identity: Sincerity Can't Be Faked!\u003c\/p\u003e \u003cp\u003eInauthentic Brand Identities.\u003c\/p\u003e \u003cp\u003eYour Brand Identity Is Deeply Personal.\u003c\/p\u003e \u003cp\u003eHow Big Organizations Must Generate \u003ci\u003ePersonal\u003c\/i\u003e Brands.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Branding? LOL!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBranding for the Technology-Driven Business.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Three Little Pigs\"\u003c\/p\u003e \u003cp\u003eWhat Technology Does for Us.\u003c\/p\u003e \u003cp\u003eThe Downside of Mass Communication.\u003c\/p\u003e \u003cp\u003eHow to Use Technology to Extend Your Reach of Influence.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Bringing It All Together.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eUnderstanding the Roles and Fusion of Advertising and Branding to Create the Ultimate Branding Machine.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Circus Barker:An Original Deming Tail\"\u003c\/p\u003e \u003cp\u003eYour Brand Is Your Foundation.\u003c\/p\u003e \u003cp\u003eAvoid Driving Customers to a Flawed Service!\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBibliography.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex.\u003c\/b\u003e\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52417749254424,"sku":"9781118036761","price":18.67,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118036761.jpg?v=1784506405","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-brand-who-cried-wolf-deliver-on-your-companys-promise-and-create-customers-for-life-paperback-softback-9781118036761","provider":"Freshly Printed Books","version":"1.0","type":"link"}