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The Brand Who Cried Wolf - Scott Deming
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Scott Deming:
The Brand Who Cried Wolf - new book

ISBN: 9780470923467

ID: 9780470923467

Deliver on Your Company's Promise and Create Customers for Life 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!" & #8212 Mark Victor Hansen, bestselling author of the Chicken Soup for the Soul(r) series" Deming&apos s approach to branding is not about gimmicks. It&apos s about relationships-the real formula for building and sustaining your brand and your business." & #8212 Rieva Lesonsky, Editorial Director, Entrepreneur magazine" It doesn&apos t matter what you sell. We&apos re all selling service. Deming&apos 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!" & #8212 John Valletta, President, Super 8 Motels" Deming&apos s revelations on creating an emotionally engaging experience between you and your customer are without equal!" & #8212 Joel Bauer, bestselling coauthor of How to Persuade People Who Don&apos t Want to Be Persuaded" The Brand Who Cried Wolf explains how every customer interaction, large or small, impacts your brand&apos s image and reputation. This is an easy-to-read book& #8212 & #160 veryone in your organization needs to own." & #8212 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&apos t forget. You know the fairy tales, just adapt it to your unique brand: you!" & #8212 Wayne Kandas, CFP and host of nationally syndicated Bloomberg Radio" Stories sell, and that&apos s what helps sell the ideas in this brilliant book. If you&apos re in business-any business-you need this book. Get it now!" & #8212 Robert G. Allen, bestselling coauthor of Cracking the Millionaire Code CEO of The Enlightened Millionaire InstituteChapter 8: Just Call Me Slick!People Really Hate to be " Sold" What We& #8217 ve Accomplished So FarBy now you know that branding is not exclusively about business identity in the form of a logo or advertising.& #160 You might recognize the Nike brand from its iconic swoosh logo.& #160 You might immediately think of McDonald& #8217 s when you think of fast food because McDonald& #8217 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.& #160 Your business does not have to be the size of GM, Microsoft, AOL Time Warner or Wal-Mart.& #160 Your business could be run out of your home with you as the sole employee.& #160 You could conduct business from a small office with a single assistant, or in a store with several employees.& #160 The size, scope, and location of your business does not change the fact that it& #8217 s a brand, nor should any of these factors truly impact your brand if you& #8217 re focusing on one-on-one relationships.Businesses are not the only brands, either.& #160 Every individual is a brand, as are organizations from non-profits to political parties to social clubs.& #160 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 Chapter 5 analyzed the results of changing your perspective.& #160 Chapter 6 admonished you to avoid overstating your own worth.& #160 Finally, Chapter 7 focused on the ripple effects of your actions.& #160 Thus, most of the facets of branding I& #8217 ve been articulating since the beginning of this book have emphasized how you affect the customer& #8217 s perceptions.& #160 In other words, I& #8217 ve been talking about the customer& #8217 s connection to your brand.& #160 Now I& #8217 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& #8217 t Be Faked!First, you must take stock of your brand identity.& #160 In the Introduction to this book I stated that everyone is a brand.& #160 Everyone has a brand identity, but not everyone understands their own brand correctly, or even knows what it is.& #160 You cannot develop an authentic, sincere brand without this understanding.& #160 And you cannot create brand evangelists & #8212 people who trust you and praise your brand every chance they get & #8212 without an authentic, sincere brand.& #160 You earn someone& #8217 s trust through your actions, so you& #8217 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.& #160 The fact is, when you walk in your customer& #8217 s shoes, when you change your perspective to deliver the impossible, you& #8217 re reflecting a core element of your identity, your values, and your beliefs.& #160 When you are sincere about trying to understand your customers& #8217 needs, desires, and what they& #8217 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& #8217 t be faked.& #160 Branding is not a matter of putting on a persona that others will like.& #160 It& #8217 s not playing a role, putting on a mask, or pretending & #8212 all that is superficial, a veneer that covers up the & #8220 real& #8221 you.& #160 Moreover, a veneer can be quickly spotted.& #160 I don& #8217 t think there& #8217 s anyone that hasn& #8217 t had the experience of being & #8220 sold.& #8221 & #160 It& #8217 s uncomfortable precisely because it& #8217 s not authentic.& #160 The experience simply feels hollow.& #160 Think about the slick car salesman who& #8217 s & #8220 going to do what it takes to get you into this car!& #8221 & #160 Maybe he& #8217 s heavy on the & #8216 hale fellow well met,& #8217 demeanor, or drenches you with flattery.& #160 When the time comes to make an offer on the car, he engages in an overly dramatic show of anxiety.& #160 & #8220 I& #8217 m gonna see my manager right now and see if I can talk him into this one.& #160 Between you and me, he& #8217 s having a bad day, but I& #8217 m really gonna work on him.& #8221 & #160 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 & #160 What has soured you on going through the process again & #160 In a word: insincerity.& #160 Insincerity is the wolf trotting around in sheep& #8217 s clothing pretending to be something he& #8217 s not.& #160 When you experience a wolf in sheep& #8217 s clothing, you& #8217 re soured on future interactions.& #160 It is this sort of insincerity that destroys a brand or prevents an authentic one from being established.The car salesman example is clich& #233 , just like the s The Brand Who Cried Wolf: 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!" & #8212 Mark Victor Hansen, bestselling author of the Chicken Soup for the Soul(r) series" Deming&apos s approach to branding is not about gimmicks. It&apos s about relationships-the real formula for building and sustaining your brand and your business." & #8212 Rieva Lesonsky, Editorial Director, Entrepreneur magazine" It doesn&apos t matter what you sell. We&apos re all selling service. Deming&apos 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!" & #8212 John Valletta, President, Super 8 Motels" Deming&apos s revelations on creating an emotionally engaging experience between you and your customer are without equal!" & #8212 Joel Bauer, bestselling coauthor of How to Persuade People Who Don&apos t Want to Be Persuaded" The Brand Who Cried Wolf explains how every customer interaction, large or small, impacts your brand&apos s image and reputation. This is an easy-to-read book& #8212 & #160 veryone in your organization needs to own." & #8212 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&apos t forget. You know the fairy tales, just adapt it to your unique brand: you!" & #8212 Wayne Kandas, CFP and host of nationally syndicated Bloomberg Radio" Stories sell, and that&apos s what helps sell the ideas in this brilliant book. If you&apos re in business-any business-you need this book. Get it now!" & #8212 Robert G. Allen, bestselling coauthor of Cracking the Millionaire Code CEO of The Enlightened Millionaire InstituteChapter 8: Just Call Me Slick!People Really Hate to be " Sold" What We& #8217 ve Accomplished So FarBy now you know that branding is not exclusively about business identity in the form of a logo or advertising.& #160 You might recognize the Nike brand from its iconic swoosh logo.& #160 You might immediately think of McDonald& #8217 s when you think of fast food because McDonald& #8217 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.& #160 Your business does not have to be the size of GM, Microsoft, AOL Time Warner or Wal-Mart.& #160 Your business could be run out of your home with you as the sole employee.& #160 You could conduct business from a small office with a single assistant, or in a store with several employees.& #160 The size, scope, and location of your business does not change the fact that it& #8217 s a brand, nor should any of these factors truly impact your brand if you& #8217 re focusing on one-on-one relationships.Businesses are not the only brands, either.& #160 Every individual is a brand, as are organizations from non-profits to political parties to social clubs.& #160 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 Chapter 5 analyzed the results of changing your perspective.& #160 Chapter 6 admonished you to avoid overstating your own worth.& #160 Finally, Chapter 7 focused on the ripple effects of your actions.& #160 Thus, most of the facets of branding I& #8217 ve been articulating since the beginning of this book have emphasized how you affect the customer& #8217 s perceptions.& #160 In other words, I& #8217 ve been talking about the customer& #8217 s connection to your brand.& #160 Now I& #8217 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& #8217 t Be Faked!First, you must take stock of your brand identity.& #160 In the Introduction to this book I stated that everyone is a brand.& #160 Everyone has a brand identity, but not everyone understands their own brand correctly, or even knows what it is.& #160 You cannot develop an authentic, sincere brand without this understanding.& #160 And you cannot create brand evangelists & #8212 people who trust you and praise your brand every chance they get & #8212 without an authentic, sincere brand.& #160 You earn someone& #8217 s trust through your actions, so you& #8217 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.& #160 The fact is, when you walk in your customer& #8217 s shoes, when you change your perspective to deliver the impossible, you& #8217 re reflecting a core element of your identity, your values, and your beliefs.& #160 When you are sincere about trying to understand your customers& #8217 needs, desires, and what they& #8217 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& #8217 t be faked.& #160 Branding is not a matter of putting on a persona that others will like.& #160 It& #8217 s not playing a role, putting on a mask, or pretending & #8212 all that is superficial, a veneer that covers up the & #8220 real& #8221 you.& #160 Moreover, a veneer can be quickly spotted.& #160 I don& #8217 t think there& #8217 s anyone that hasn& #8217 t had the experience of being & #8220 sold.& #8221 & #160 It& #8217 s uncomfortable precisely because it& #8217 s not authentic.& #160 The experience simply feels hollow.& #160 Think about the slick car salesman who& #8217 s & #8220 going to do what it takes to get you into this car!& #8221 & #160 Maybe he& #8217 s heavy on the & #8216 hale fellow well met,& #8217 demeanor, or drenches you with flattery.& #160 When the time comes to make an offer on the car, he engages in an overly dramatic show of anxiety.& #160 & #8220 I& #8217 m gonna see my manager right now and see if I can talk him into this one.& #160 Between you and me, he& #8217 s having a bad day, but I& #8217 m really gonna work on him.& #8221 & #160 Eventually, the long, drawn out ceremonial dance ends with you signi, John Wiley & Sons

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The Brand Who Cried Wolf - Deliver on Your Company's Promise and Create Customers for Life - Deming, Scott
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Deming, Scott:
The Brand Who Cried Wolf - Deliver on Your Company's Promise and Create Customers for Life - new book

2010, ISBN: 0470923466

ID: 9780470923467

In englischer Sprache. Verlag: John Wiley & Sons, Preface. What's Up with the Children's Stories? Creating Beliefs That Shape Your Brand! Acknowledgments. Introduction. "The Boy Who Cried 'Wolf'" Chapter 1: You're Not a Marketing Animal? This Book'sStill for You! Branding versus Advertising and Marketing--CompletelyDifferent 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 Yield Evangelicals. Widening the Scope of What Constitutes a Brand. I'm a Brand,You're a Brand--We're All Brands! Chapter 2: This Is Not Your Father's BrandingFormula. Defining a Brand. "The Tortoise and the Hare" Successful Brands Defy Expectations. Defying Expectations Means Overdelivering on YourBrand Promise. Chapter 3: You Got What You Came For--I Did My Job . . .Didn't I? A Typical Service versus a Unique Experience. "The Crow and the Pitcher" Building a Brand Doesn't Happen Overnight (Don't Kill YourGolden Goose!) Building a Brand: A Mere Transaction, a Typical Service, or aUnique Experience? Transactional versus Unique Experiences. Typical Service versus Unique Experience. The Unique, Emotional, Memorable Experience. Chapter 4: Forget About Me and My Stuff; Let's Talk AboutYou! 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 toSustain It! Chapter 5: Can I Borrow Your Shoes? Walking a Mile in Your Customers'--and YourEmployees'--Shoes. "The Frog Prince" I Am My Customer. Your Customers Are Not Clones! Avoid Thinking Exclusively inTerms of a Core Customer. Be Your Customers and Employees:You Can Fitinto 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 Wobegon Effect. Yeah,You're Good, But Not That Good! Avoiding the Lake Wobegon 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 BeFaked! Inauthentic Brand Identities. Your Brand Identity Is Deeply Personal. How Big Organizations MustGenerate 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 andBranding to Create the Ultimate Branding Machine. "The Circus Barker:An Original Deming Tail" Your Brand Is Your Foundation. Avoid Driving Customers to a Flawed Service! Conclusion. Bibliography. Index. EPUB, 224 Seiten, 224 Seiten, 1., Auflage, [GR: 9785 - Nonbooks, PBS / Wirtschaft/Werbung, Marketing], [SW: - Betriebswirtschaft und Management], [Ausgabe: 1][PU:John Wiley & Sons], [PU: Wiley]

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The Brand Who Cried Wolf (eBook, ePUB) - Deming, Scott
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Deming, Scott:
The Brand Who Cried Wolf (eBook, ePUB) - new book

ISBN: 9780470923467

ID: 232951ac906dee697da5a21e133a811e

Branding has become the narrow responsibility of the marketing department, and customers have stopped believing the ads. This book shows you how to build a powerful, lasting brand. You will learn how to involve the entire organization, from sales, customer service, shipping, product design, and marketing, in the branding process. The author discusses how to create powerful, emotional, and unique experiences for others, turn every customer into an evangelist, and greatly expand your reach of influence. Use this book to define your personal and professional brand. E-Book, [PU: Wiley]

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The Brand Who Cried Wolf - Scott Deming
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Scott Deming:
The Brand Who Cried Wolf - new book

ISBN: 9780470923467

ID: 9780470923467

Deliver on Your Company's Promise and Create Customers for Life 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!", John Wiley & Sons

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The Brand Who Cried Wolf - Scott Deming
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Scott Deming:
The Brand Who Cried Wolf - First edition

2010, ISBN: 9780470923467

ID: 25496493

Deliver on Your Company's Promise and Create Customers for Life, [ED: 1], Auflage, eBook Download (EPUB), eBooks, [PU: Wiley]

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