{"product_id":"the-brand-who-cried-wolf-9781118036761","title":"The Brand Who Cried Wolf","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR THE BRAND WHO CRIED WOLF\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePowerful 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\u003eDeming''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\u003eIt 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\u003eDeming''s revelations on \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cb\u003ePreface.\u003c\/b\u003e  \u003c\/p\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","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406823792983,"sku":"9781118036761","price":19.54,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/the-brand-who-cried-wolf-9781118036761","provider":"Book Curl","version":"1.0","type":"link"}