{"product_id":"the-brand-who-cried-wolf-isbn-9781118036761","title":"The Brand Who Cried Wolf","description":"\u003cp\u003e\u003cb\u003ePRAISE FOR THE BRAND WHO CRIED \"WOLF\"\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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!\"\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\u003e\"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.\"\u003cbr\u003e—\u003cb\u003eRieva Lesonsky,\u003c\/b\u003e Editorial Director, \u003ci\u003eEntrepreneur\u003c\/i\u003e magazine\u003c\/p\u003e \u003cp\u003e\"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. \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\u003e\"Deming's revelations on creating an emotionally engaging experience between you and your customer are without equal!\"\u003cbr\u003e—\u003cb\u003eJoel Bauer,\u003c\/b\u003e bestselling coauthor of \u003ci\u003eHow to Persuade People Who Don't Want to Be Persuaded\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Brand Who Cried Wolf\u003c\/i\u003e explains how every customer interaction, large or small, impacts your brand's image and reputation. This is an easy-to-read book— everyone in your organization needs to own.\"\u003cbr\u003e—Patrick Sweeney, coauthor of the \u003ci\u003eNew York Times\u003c\/i\u003e bestseller \u003ci\u003eSucceed on Your Own\u003c\/i\u003e Terms; cohost of the nationally syndicated radio show \u003ci\u003eWinning in Business\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"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!\"\u003cbr\u003e—\u003cb\u003eWayne Kandas,\u003c\/b\u003e CFP and host of nationally syndicated \u003ci\u003eBloomberg Radio\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"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!\"\u003cbr\u003e—\u003cb\u003eRobert G. Allen,\u003c\/b\u003e bestselling coauthor of \u003ci\u003eCracking the Millionaire Code\u003c\/i\u003e; CEO of The Enlightened Millionaire Institute\u003c\/p\u003e  \u003cb\u003ePreface.\u003c\/b\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 \u003cb\u003eScott Deming\u003c\/b\u003e 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. \u003cp\u003e\u003cb\u003eChapter 8: Just Call Me Slick!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003ci\u003ePeople Really Hate to be \"Sold\"\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhat We've Accomplished So Far\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBy 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.\u003c\/p\u003e \u003cp\u003eYou 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.\u003c\/p\u003e \u003cp\u003eBusinesses 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 \u003ci\u003eeveryone\u003c\/i\u003e needs to develop one.\u003c\/p\u003e \u003cp\u003eEach 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 \u003ci\u003eyou\u003c\/i\u003e perceive your own brand, and about \u003ci\u003eyour\u003c\/i\u003e connection to your own brand.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCreating An Authentic Brand Identity: Sincerity Can't Be Faked!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFirst, you must take stock of your brand identity. In the Introduction to this book I stated that \u003ci\u003eeveryone\u003c\/i\u003e 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 \u003ci\u003eearn\u003c\/i\u003e someone's trust through your actions, so you'd better know how to act!\u003c\/p\u003e \u003cp\u003eUnderstanding 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.\u003c\/p\u003e \u003cp\u003eCompassion 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.\u003c\/p\u003e \u003cp\u003eWhy 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.\u003c\/p\u003e \u003cp\u003eThe 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 \u003ci\u003eso\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990177956069,"sku":"NP9781118036761","price":30.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118036761.jpg?v=1761786802","url":"https:\/\/k12savings.com\/es\/products\/the-brand-who-cried-wolf-isbn-9781118036761","provider":"K12savings","version":"1.0","type":"link"}