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Brand Who Cried Wolf : Deliver on Your Company's Promise and Create Customers...
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Ubicado en: Crawfordville, Florida, Estados Unidos
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N.º de artículo de eBay:146348228659
Características del artículo
- Estado
- ISBN
- 9780470127124
Acerca de este producto
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470127120
ISBN-13
9780470127124
eBay Product ID (ePID)
16069202041
Product Key Features
Number of Pages
224 Pages
Publication Name
Brand Who Cried Wolf : Deliver on Your Company's Promise and Create Customers for Life
Language
English
Subject
Consumer Guides, Marketing / General, Personal Success, Advertising & Promotion
Publication Year
2007
Type
Not Available
Subject Area
Reference, Business & Economics
Format
Hardcover
Dimensions
Item Height
0.9 in
Item Weight
14.2 Oz
Item Length
9.3 in
Item Width
6.4 in
Additional Product Features
LCCN
2007-002549
Dewey Edition
22
TitleLeading
The
Dewey Decimal
658.8/27
Table Of Content
Preface. What's Up with the Children's Stories? Creating Beliefs that Shape Your Brand. Introduction. The Boy Who Cried Wolf. Chapter 1. Branding's Not Your Job? Actually, It's Everyone's Job. Branding vs. 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 Yields Evangelicals. I'm a Brand, You're a Brand - We're All Brands! Widening the Scope of What Constitutes a Brand. 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 Over-Delivering on Your Brand Promise. Chapter 3. You Got What You Came For - I Did My Job...Didn't I? A Typical Service vs. 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 vs. Unique Experiences. Typical Service vs. 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 Customer's - and Your Employee's - Shoes. The Frog Prince. I Am My Customer. Your Customers Are Not Clones! Avoiding 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 Woebegone Effect". Yeah, You're Good, But Not That Good! Avoiding "The Lake Woebegone 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 (Yes, "Tail"!). Your Brand Is Your Foundation. Avoid Driving Customers To A Flawed Service! Conclusion.
Intended Audience
Trade
Synopsis
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 " --Mark Victor Hansen, bestselling author of the Chicken Soup for the Soul(r) series "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." --Rieva Lesonsky, Editorial Director, Entrepreneur magazine "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 " --John Valletta, President, Super 8 Motels "Deming's revelations on creating an emotionally engaging experience between you and your customer are without equal " --Joel Bauer, bestselling coauthor of How to Persuade People Who Don't Want to Be Persuaded " 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-- veryone in your organization needs to own." --Patrick Sweeney, coauthor of the New York Times bestseller Succeed on Your Own Terms; cohost of the nationally syndicated radio show Winning in Business "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 " --Wayne Kandas, CFP and host of nationally syndicated Bloomberg Radio "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 " --Robert G. Allen, bestselling coauthor of Cracking the Millionaire Code ; CEO of The Enlightened Millionaire Institute Chapter 8: Just Call Me Slick People Really Hate to be "Sold" What We've Accomplished So Far By now you know that branding is not exclusively about business identity in the form of a logo or advertising. You might recognize the Nike brand from its iconic swoosh logo. You might immediately think of McDonald's when you think of fast food because McDonald's commercials are ubiquitous, but by this point, you know that icons and awareness do not constitute a brand. You also know that big businesses are not the only brands. Your business does not have to be the size of GM, Microsoft, AOL Time Warner or Wal-Mart. Your business could be run out of your home with you as the sole employee. You could conduct business from a small office with a single assistant, or in a store with several employees. The size, scope, and location of your business does not change the fact that it's a brand, nor should any of these factors truly impact your brand if you're focusing on one-on-one relationships. Businesses are not the only brands, either. Every individual is a brand, as are organizations from non-profits to political parties to social clubs. For example, the Gates Foundation, the Red Cross, UNICEF, Make-A-Wish Foundation, Boy Scouts, Girl Scouts, Kiwanis Clubs, Rotary Clubs, Republican Party, and Democratic Party -- all are brands. The concept of branding I've been articulating is personal, which means everyone needs to develop one. Each category -- from individuals to organizations to businesses large and small -- brings with it its own brand development challenges. At the same time, however, these challenges are minimized when you understand your brand identity. Throughout this book, I have written about creating unique and memorable experiences for your customers. Chapter 2 defined a b, 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!" --Mark Victor Hansen, bestselling author of the Chicken Soup for the Soul series "Deming's approach to branding is not about gimmicks.
LC Classification Number
HD69.B7D46 2007
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