造谣惑众的品牌

内容概要

Scott 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 nat

书籍目录

Preface  What’s Up with the Children’s Stories?   Creating Beliefs that Shape Your BrandIntroduction  The Boy Who Cried WolfChapter 1Branding’s Not Your Job? Actually, It’s Everyone’s Job  Branding vsAdvertising 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 vangelicals  I’m a Brand, You’re a Brand — We’re All Brands!   Widening the Scope of What Constitutes a BrandChapter 2This 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 PromiseChapter 3You Got What You Came For — I Did My Job…Didn’t I?   A Typical Service vsA 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 vsUnique Experiences  Typical Service vsUnique Experience   The Unique, Emotional, Memorable ExperienceChapter 4Forget 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 5Can I Borrow Your Shoes?   Walking a Mile in Your Customer’s — and Your Employee’s — Shoes  The Frog PrinceI 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 6Get 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 7You 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 RipplesChapter 8Just 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 BrandsChapter 9Branding? 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 InfluenceChapter 10Bringing it All Together  Understanding the Roles and Fusion of Advertising and Branding to Create the Ultimate Branding achine  The Circus Barker: An Original Deming Tail (Yes, “Tail”!)  Your Brand Is Your Foundation  Avoid Driving Customers To A Flawed Service! Conclusion

作者简介

在线阅读本书



 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 brand in terms of establishing relationships with your customers. Chapter 3 distinguished between types of experiences you can generate for your customers, and differentiated a brand experience from ones that are merely transactional or simply meet customer expectations. Chapter 4 highlighted the importance of changing your perspective to adopt your customer’s point of view, rather than emphasize your product or service. Chapter 5 analyzed the results of changing your perspective. Chapter 6 admonished you to avoid overstating your own worth. Finally, Chapter 7 focused on the ripple effects of your actions. Thus, most of the facets of branding I’ve been articulating since the beginning of this book have emphasized how you affect the customer’s perceptions. In other words, I’ve been talking about the customer’s connection to your brand. Now I’m going to talk about how  you  perceive your own brand, and about  your  connection to your own brand.        Creating An Authentic Brand Identity: Sincerity Can’t Be Faked!        First, you must take stock of your brand identity. In the Introduction to this book I stated that  everyone  is a brand. Everyone has a brand identity, but not everyone understands their own brand correctly, or even knows what it is. You cannot develop an authentic, sincere brand without this understanding. And you cannot create brand evangelists — people who trust you and praise your brand every chance they get — without an authentic, sincere brand. You  earn  someone’s trust through your actions, so you’d better know how to act!       Understanding your brand identity, and developing the trust that turns your customers into evangelists, involves knowing what your own beliefs and values are. The fact is, when you walk in your customer’s shoes, when you change your perspective to deliver the impossible, you’re reflecting a core element of your identity, your values, and your beliefs. When you are sincere about trying to understand your customers’ needs, desires, and what they’d truly love from you, a genuine connection is made that is the foundation of trust between you and your customers.       Compassion and sincerity can’t be faked. Branding is not a matter of putting on a persona that others will like. It’s not playing a role, putting on a mask, or pretending — all that is superficial, a veneer that covers up the “real” you. Moreover, a veneer can be quickly spotted. I don’t think there’s anyone that hasn’t had the experience of being “sold.” It’s uncomfortable precisely because it’s not authentic. The experience simply feels hollow. Think about the slick car salesman who’s “going to do what it takes to get you into this car!” Maybe he’s heavy on the ‘hale fellow well met,’ demeanor, or drenches you with flattery. When the time comes to make an offer on the car, he engages in an overly dramatic show of anxiety. “I’m gonna see my manager right now and see if I can talk him into this one. Between you and me, he’s having a bad day, but I’m really gonna work on him.” Eventually, the long, drawn out ceremonial dance ends with you signing the lease or sale papers, but you walk away knowing the whole experience could have been different, and you dread the prospect of going through it again.       Why do you dread it? What has soured you on going through the process again? In a word: insincerity. Insincerity is the wolf trotting around in sheep’s clothing pretending to be something he’s not. When you experience a wolf in sheep’s clothing, you’re soured on future interactions. It is this sort of insincerity that destroys a brand or prevents an authentic one from being established.       The car salesman example is cliché, just like the sales girl at the clothing store who tells you every single piece of clothing you try on looks  so  good! Though they’re cliché for a reason, we tend to forget just what that reason is. We instantly recognize the cliché, but not what made it true in the first place.

 造谣惑众的品牌下载