The Power Of Promise How To Win And Keep Customers By Telling The Truth About Your Brand
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The Power Of Promise How To Win And Keep Customers By Telling The Truth About Your Brand
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Author : Ken Mosesian
language : en
Publisher: Bowker Identifier Services
Release Date : 2018-09-27
The Power Of Promise How To Win And Keep Customers By Telling The Truth About Your Brand written by Ken Mosesian and has been published by Bowker Identifier Services this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-27 with Business & Economics categories.
Trust lies at the heart of every good customer experience. But how do you create trust and deliver on the promise of your brand? Whether you are a business owner or an employee deeply invested in delivering on your organization's brand promise, the most powerful way to fulfill that promise begins with becoming aligned with who you really are. The Power of Promise teaches you how to understand, declare, map, train, and deliver exactly what you've promised your customers, which enhance your bottom line, meet and exceed the expectations of your customers and improve the work experience for you and your staff. In this informative, practical, inspirational book, Ken Mosesian shows you not only how to identify the promise of your brand, but also how to deliver it to your customers. Mosesian combines more than 20 years of experience in the field of business consulting with real-life examples to provide actionable steps that will improve leadership, communication and conflict resolution skills, and help you to effectively evaluate and improve your customers' experiences, converting them into advocates. Humans are experiential beings and collectors of experiences. You're not just selling a computer, or an accounting service, or a sandwich. You're selling the totality of the experience, the emotion that goes with it, and the promise underlying it all. The Power of Promise is the perfect book for anyone who wants to ensure their brand evokes the kind of emotion in their customers that delights them and inspires them to return again and again.
The Laws Of Brand Storytelling Win And Keep Your Customers Hearts And Minds
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Author : Ekaterina Walter
language : en
Publisher: McGraw Hill Professional
Release Date : 2018-11-02
The Laws Of Brand Storytelling Win And Keep Your Customers Hearts And Minds written by Ekaterina Walter and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-11-02 with Business & Economics categories.
From the bestselling authors of The Power of Visual Storytelling comes the highly anticipated follow-up, The Laws of Brand Storytelling―the definitive quick-reading rulebook for how to use the power of storytelling to win over customers’ hearts, minds, and long-term loyalty We have been sharing stories from the beginning of human civilization―for good reason. Stories captivate our attention and build communities by bringing ideas, emotions, and experiences to life in a memorable way. This is proving to be an increasingly potent strategy in the era of the connected digital consumer. With consumers more empowered than ever before, your brand isn’t what you say it is anymore, it is what consumers say it is. As a result, capturing customers’ hearts and minds today requires businesses to prioritize emotional connections with customers, to be in the moment, having authentic conversations, to share relevant, inspiring stories that move and motivate people to take action. How? By following these laws: •The Protagonist Laws: Know Who You Are•The Strategy Laws: Understand Your Goals•The Discovery Laws: Find Your Story•The Story-Making Laws: Craft Your Story•The Channel Laws: Share Your Story•The Laws of Engagement: Engage with Your Communities Packed with inspiring tips, strategies, and stories from two leading marketing innovators, The Laws of Brand Storytelling shows business leaders and marketing professionals the power storytelling has to positively impact and differentiate your business, attract new customers, and inspire new levels of brand advocacy. The authors lay down the law―literally―for readers through a compelling step-by-step process of defining who you are as a brand, setting a clear strategy, sourcing the best stories for your business, and crafting and delivering compelling narratives for maximum effect. Win your customers’ hearts and minds, and you win their business and their loyalty.
The Power Of Why
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Author : C. Richard Weylman
language : en
Publisher: Houghton Mifflin Harcourt
Release Date : 2013
The Power Of Why written by C. Richard Weylman and has been published by Houghton Mifflin Harcourt this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
When customers are deciding to buy, they have one focus: they want to know WIIFM (What's In It For Me). Weylman reveals to readers everywhere how to bring consumer-centric marketing to their own organization.
How To Win Friends And Influence People Unabridged
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Author : Dale Carnegie
language : en
Publisher: Good Press
Release Date : 2024-01-10
How To Win Friends And Influence People Unabridged written by Dale Carnegie and has been published by Good Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-01-10 with Self-Help categories.
Dale Carnegie's seminal work, 'How To Win Friends And Influence People', is a comprehensive guide on interpersonal skills and human relations. Published in 1936, this timeless classic is renowned for its practical advice on how to effectively communicate, influence others, and cultivate meaningful relationships. Written in a clear and engaging style, Carnegie's book addresses the importance of empathy, honesty, and genuine interest in others, making it a valuable resource for individuals seeking to enhance their social intelligence. With real-life examples and actionable tips, Carnegie's book remains relevant in today's fast-paced world, where networking and communication skills are indispensable. Carnegie's astute observations and insights on human behavior continue to resonate with readers across generations. Drawing from his own experiences and studies in human psychology, Carnegie imparts valuable lessons that are as pertinent today as they were in the 1930s. 'How To Win Friends And Influence People' is a must-read for anyone looking to navigate social interactions with grace and confidence.
Six Rules Of Brand Revitalization
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Author : Larry Light
language : en
Publisher: FT Press
Release Date : 2016-02-08
Six Rules Of Brand Revitalization written by Larry Light and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-08 with Business & Economics categories.
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
The Brand Who Cried Wolf
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Author : Scott Deming
language : en
Publisher: John Wiley & Sons
Release Date : 2007-04-27
The Brand Who Cried Wolf written by Scott Deming and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-04-27 with Business & Economics categories.
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!" —Mark Victor Hansen, bestselling author of the Chicken Soup for the Soul(r) series "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." —Rieva Lesonsky, Editorial Director, Entrepreneur magazine "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. 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!" —John Valletta, President, Super 8 Motels "Deming's revelations on creating an emotionally engaging experience between you and your customer are without equal!" —Joel Bauer, bestselling coauthor of How to Persuade People Who Don't Want to Be Persuaded "The Brand Who Cried Wolf explains how every customer interaction, large or small, impacts your brand's image and reputation. This is an easy-to-read book— veryone in your organization needs to own." —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't forget. You know the fairy tales, just adapt it to your unique brand: you!" —Wayne Kandas, CFP and host of nationally syndicated Bloomberg Radio "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!" —Robert G. Allen, bestselling coauthor of Cracking the Millionaire Code; CEO of The Enlightened Millionaire Institute Chapter 8: Just Call Me Slick! People Really Hate to be "Sold" What We’ve Accomplished So Far By 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. You 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. Businesses 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 everyone needs to develop one. Each 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 you perceive your own brand, and about your connection to your own brand. Creating An Authentic Brand Identity: Sincerity Can’t Be Faked! First, you must take stock of your brand identity. In the Introduction to this book I stated that everyone 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 earn someone’s trust through your actions, so you’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. 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. Compassion 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. Why 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. The 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 so 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.
Why Startups Fail
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Author : Tom Eisenmann
language : en
Publisher: Currency
Release Date : 2021-03-30
Why Startups Fail written by Tom Eisenmann and has been published by Currency this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-03-30 with Business & Economics categories.
If you want your startup to succeed, you need to understand why startups fail. “Whether you’re a first-time founder or looking to bring innovation into a corporate environment, Why Startups Fail is essential reading.”—Eric Ries, founder and CEO, LTSE, and New York Times bestselling author of The Lean Startup and The Startup Way Why do startups fail? That question caught Harvard Business School professor Tom Eisenmann by surprise when he realized he couldn’t answer it. So he launched a multiyear research project to find out. In Why Startups Fail, Eisenmann reveals his findings: six distinct patterns that account for the vast majority of startup failures. • Bad Bedfellows. Startup success is thought to rest largely on the founder’s talents and instincts. But the wrong team, investors, or partners can sink a venture just as quickly. • False Starts. In following the oft-cited advice to “fail fast” and to “launch before you’re ready,” founders risk wasting time and capital on the wrong solutions. • False Promises. Success with early adopters can be misleading and give founders unwarranted confidence to expand. • Speed Traps. Despite the pressure to “get big fast,” hypergrowth can spell disaster for even the most promising ventures. • Help Wanted. Rapidly scaling startups need lots of capital and talent, but they can make mistakes that leave them suddenly in short supply of both. • Cascading Miracles. Silicon Valley exhorts entrepreneurs to dream big. But the bigger the vision, the more things that can go wrong. Drawing on fascinating stories of ventures that failed to fulfill their early promise—from a home-furnishings retailer to a concierge dog-walking service, from a dating app to the inventor of a sophisticated social robot, from a fashion brand to a startup deploying a vast network of charging stations for electric vehicles—Eisenmann offers frameworks for detecting when a venture is vulnerable to these patterns, along with a wealth of strategies and tactics for avoiding them. A must-read for founders at any stage of their entrepreneurial journey, Why Startups Fail is not merely a guide to preventing failure but also a roadmap charting the path to startup success.
Brand Real
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Author : Laurence Vincent
language : en
Publisher: AMACOM
Release Date : 2012-03-28
Brand Real written by Laurence Vincent and has been published by AMACOM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-28 with Business & Economics categories.
Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy. Most importantly, they’ll explore the correlation between a succinct, efficient brand and powerful, lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand, at its heart, is a promise to deliver. Brand Real ensures your customers’ experiences lives up to that promise and that their loyalties stay with you.
Truth
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Author : Lynn B. Upshaw
language : en
Publisher: AMACOM/American Management Association
Release Date : 2007
Truth written by Lynn B. Upshaw and has been published by AMACOM/American Management Association this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including Brandweek, Advertising Age, and the Journal of Brand Management. He shows readers how to: promote more persuasively; achieve greater returns through integrity in marketing; replace their pricing strategy with a more convincing value promise; build stronger customer partnerships; and seize the lead share of credibility in a hypercompetive marketplace.
The Fortune Cookie Principle
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Author : Bernadette Jiwa
language : en
Publisher:
Release Date : 2013
The Fortune Cookie Principle written by Bernadette Jiwa and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Branding (Marketing) categories.
"This should be the next book you read. Urgent, leveraged and useful, it will change your business like nothing else."SETH GODIN -Author The Icarus Deception It's not how good you are. It's how well you tell your story. Big corporations might have huge marketing and advertising budgets but you've got a story. Your brand story isn't just what you tell people. It's what they believe about you based on the signals your brand sends. 'The Fortune Cookie Principle' is a brand building framework and communication strategy consisting of 20 keys that enable you to begin telling your brand's story from the inside out. It's the foundation upon which you can differentiate your brand and make emotional connections with the kind of clients and customers you want to serve. The most successful brands in the world don't behave like commodities and neither should you. A great brand story will make you stand out, increase brand awareness, create customer loyalty and power profits. Isn't it time to gave your customers a story to tell? 'The Fortune Cookie Principle' will show you how. ADVANCE PRAISE FOR THE FORTUNE COOKIE PRINCIPLE "It's so easy to overcomplicate what great brands and new businesses need to do to resonate with their consumers. The simple questions asked in this book help you to de-mystify that process. It encourages you to think beyond what you do to why you do it and why that matters to your customers. Had this been available when I was driving Sales and Marketing Capabilities in my past corporate life at Cadbury Schweppes, this would have been recommended reading. Now I'm an entrepreneur I simply apply these principles each and every day." Wendy Wilson Bett-Co-Founder Peter's Yard "Yes, you need a great product, but without a compelling story, success is improbable. The 'Fortune Cookie Principle' is an easy-to-read guide that will help any marketer or business owner begin to ask the right questions about the stories they tell. Bernadette includes dozens of examples and questions to get your storytelling ship in the right order. Let's face it...telling compelling stories to attract and retain customers is not easy. Most brand marketers are not great storytellers. This book will give you a new perspective on your marketing, and help you move from talking about yourself to talking about things your customers actually care about. Then, and only then, will your marketing actually work in today's consumer-led economy." Joe Pulizzi-Founder Content Marketing Institute "The wisdom in this book is better than any fortune. Read and apply!" Chris Guillebeau-Author $100 Startup "This book is an inspiration. Bernadette ignites real-world experience with a true passion for helping businesses move to the next level." Mark Schaefer-Author Return on Influence "Full of inspiring stories about what makes businesses unique (and successful) in today's supersaturated markets." David Airey-Author Work For Money, Design For Love. "If you're someone who cares about why you do what you do and how you do it, this book is for you." Tina Roth Eisenberg-Founder of Tattly