The Brand Who Cried Wolf: Deliver on Your Company's Promise and Create Customers for Life by Scott Deming (Paperback, 2010)
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- DescriptionPRAISE FOR THE BRAND WHO CRIED WOLF <p> Powerful brands command. Read this insightful book and allowScott to share how to make your brand stand out and deliver youbuckets of money! Mark Victor Hansen, bestselling author of the ChickenSoup for the Soul(r) series <p> Deming's approach to branding is t about gimmicks. It's aboutrelationships-the real formula for building and sustaining yourbrand and your business. Rieva Lesonsky, Editorial Director, Entrepreneurmagazine <p> It doesn't matter what you sell. We're all selling service.Deming's book shows businesses of all sizes how to createincredible brand power through invative service levels. TheBrand Who Cried Wolf will t end up on your book shelf; itwill stay in your briefcase or on your desk as a daily referenceguide. If you want to grow your business, get this book! John Valletta, President, Super 8 Motels <p> Deming's revelations on creating an emotionally engagingexperience between you and your customer are without equal! Joel Bauer, bestselling coauthor of How to PersuadePeople Who Don't Want to Be Persuaded <p> The Brand Who Cried Wolf explains how every customerinteraction, large or small, impacts your brand's image andreputation. This is an easy-to-read book veryone inyour organization needs to own. Patrick Sweeney, coauthor of the New York Timesbestseller Succeed on Your Own Terms; cohost of thenationally syndicated radio show Winning in Business <p> Deming delivers an essential message to businesses and deliversin a way you won't forget. You kw the fairy tales, just adapt itto your unique brand: you! Wayne Kandas, CFP and host of nationally syndicatedBloomberg Radio <p> Stories sell, and that's what helps sell the ideas in thisbrilliant book. If you're in business-any business-you need thisbook. Get it w! Robert G. Allen, bestselling coauthor of Cracking theMillionaire Code; CEO of The Enlightened MillionaireInstitute <p>Chapter 8: Just Call Me Slick! <p>People Really Hate to be Sold <p>What We ve Accomplished So Far <p>By w you kw that branding is t exclusively about businessidentity in the form of a logo or advertising. You mightrecognize the Nike brand from its iconic swoosh logo. Youmight immediately think of McDonald s when you think of fastfood because McDonald s commercials are ubiquitous, but bythis point, you kw that icons and awareness do t constitute abrand. <p>You also kw that big businesses are t the only brands. Your business does t have to be the size of GM, Microsoft, AOLTime Warner or Wal-Mart. Your business could be run out ofyour home with you as the sole employee. You could conductbusiness from a small office with a single assistant, or in a storewith several employees. The size, scope, and location of yourbusiness does t change the fact that it s a brand, rshould any of these factors truly impact your brand if you refocusing on one-on-one relationships. <p>Businesses are t the only brands, either. Everyindividual is a brand, as are organizations from n-profits topolitical parties to social clubs. For example, the GatesFoundation, the Red Cross, UNICEF, Make-A-Wish Foundation, BoyScouts, Girl Scouts, Kiwanis Clubs, Rotary Clubs, Republican Party,and Democratic Party all are brands. The concept ofbranding I ve been articulating is personal, which meanseveryone needs to develop one. <p>Each category from individuals to organizations tobusinesses large and small brings with it its own branddevelopment challenges. At the same time, however, thesechallenges are minimized when you understand your brandidentity. Throughout this book, I have written about creatingunique and memorable experiences for your customers. Chapter2 defined a brand in terms of establishing relationships with yourcustomers. Chapter 3 distinguished between types ofexperiences you can generate for your customers, and differentiateda brand experience from ones that are merely transactional orsimply meet customer expectations. C
- Author BiographyScott Deming is an international speaker, trainer, and business consultant who delivers high-energy sales and customer service presentations and seminars to associations and corporations across the globe, over 100 times a year. He formerly ran his own national marketing and advertising firm, RCI, which he grew into a multimillion-dollar business.
- Author(s)Scott Deming
- PublisherJohn Wiley & Sons Inc
- Date of Publication23/11/2010
- SubjectManagement & Business: General
- Place of PublicationNew York
- Country of PublicationUnited States
- ImprintJohn Wiley & Sons Inc
- Content Noteblack & white illustrations
- Weight350 g
- Width161 mm
- Height229 mm
- Spine16 mm
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