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If you're looking for insider secrets or fancy tricks guaranteed to lure customers, you won't find them in here. Instead, The Brand Who Cried Wolf explains that great branding doesn't come from gimmicks or even from good advertising. Great branding begins and ends with exceptional, innovative customer service. Great companies are those that not only deliver on their promises to customers, but also transcend those promises to create one-of-a-kind emotional experiences.
Powerful branding doesn't come from creative advertising, or from a logo, color scheme, or theme song. It comes from doing for customers what you say you're going to do. Brands that don't deliver on their promises lose customers and generate catastrophic negative word-of-mouth. But brands that consistently exceed what they promise earn customers for life and generate waves of new customers from positive word-of-mouth. The art of branding really is that simple.
Using children's fairy tales to introduce each chapter and illustrate his point, Scott Deming offers a solid, simple, and highly effective plan for successful brand-building and customer interaction. Inside, you'll learn vital, basic truths about branding, including how to:
Redefine your brand, and your company, to focus on the customer experience
Ensure consistently positive customer interactions
Create powerful, unique, and emotional experiences for customers
Turn customers into your PR agents
Make your brand the only solution, not just one of many choices for customers
Use word-of-mouth to build your brand consistently
Empower and inspire your employees to live the brand promise
Grow your bottom line
Deming argues that the key to effective branding - and, in fact, good business itself - is focusing the business on creating and nurturing real, lifelong relationships based on customer loyalty. In each chapter, he tells a story that reveals this truth in greater detail, offering a real-world picture of what great branding is and does. Perfect for management, operations, sales, and marketers, The Brand Who Cried Wolf presents a blueprint for blockbuster customer service that creates customers for life.
Customer ReviewsMost Helpful
By Mitchell on 05-01-13
If you could sum up The Brand Who Cried Wolf in three words, what would they be?
What was one of the most memorable moments of The Brand Who Cried Wolf?
The fables at the start of each chapter
What about Scott Deming’s performance did you like?
Great expression in his voice. Dynamic recording with a female reading the fables.
Was this a book you wanted to listen to all in one sitting?
Definitely. And one I'll listen to a dozen more times!