The Brand Who Cried Wolf (PDF)

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's Still for You! Branding versus Advertising 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 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 Branding Formula. Defining a Brand. "The Tortoise and the Hare" Successful Brands Defy Expectations. Defying Expectations Means Overdelivering on Your Brand 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 Your Golden Goose!) Building a Brand: A Mere Transaction, a Typical Service, or a Unique 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 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 5: Can I Borrow Your Shoes? Walking a Mile in Your Customers'--and Your Employees'--Shoes. "The Frog Prince" I Am My Customer. Your Customers Are Not Clones! Avoid Thinking Exclusively in Terms of a Core Customer. Be Your Customers and Employees:You Can Fit into 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.

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 national marketing and advertising firm, RCI, which he grew into a multimillion-dollar business.

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