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| 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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| Preface What’s Up with the Children’s Stories? Creating Beliefs that Shape Your Brand Introduction The Boy Who Cried Wolf Chapter 1Branding’s Not Your Job? Actually, It’s Everyone’s Job Branding vsAdvertising 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 Yields vangelicals I’m a Brand, You’re a Brand — We’re All Brands! Widening the Scope of What Constitutes a Brand Chapter 2This is Not Your Father’s Branding Formula Defining a Brand The Tortoise and the Hare Successful Brands Defy Expectations Defying Expectations Means Over-Delivering on Your Brand Promise Chapter 3You Got What You Came For — I Did My Job…Didn’t I? A Typical Service vsA 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 vsUnique Experiences Typical Service vsUnique Experience The Unique, Emotional, Memorable Experience Chapter 4Forget 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 5Can I Borrow Your Shoes? Walking a Mile in Your Customer’s — and Your Employee’s — Shoes The Frog Prince I Am My Customer Your Customers Are Not Clones! Avoiding Thinking Exclusively in Terms of a “Core Customer” Be Your Customers and Employees: You Can Fit into Any Size Shoe! Chapter 6Get Over Yourself! We're Not as Great as We Think We Are The Fox and the Crow “The Lake Woebegone Effect” Yeah, You’re Good, But Not That Good! Avoiding “The Lake Woebegone Effect” Chapter 7You 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 8Just 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 Be Faked! Inauthentic Brand Identities Your Brand Identity Is Deeply Personal How Big Organizations Must Generate Personal Brands Chapter 9Branding? 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 10Bringing it All Together Understanding the Roles and Fusion of Advertising and Branding to Create the Ultimate Branding achine The Circus Barker: An Original Deming Tail (Yes, “Tail”!) Your Brand Is Your Foundation Avoid Driving Customers To A Flawed Service! Conclusion |
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