The Brand Who Cried Wolf

The Brand Who Cried Wolf

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Branding has become the narrow responsibility of the marketing department, and customers have stopped believing the ads. This book shows you how to build a powerful, lasting brand. You will learn how to involve the entire organization, from sales, customer service, shipping, product design, and marketing, in the branding process. The author discusses how to create powerful, emotional, and unique experiences for others, turn every customer into an evangelist, and greatly expand your reach of influence. Use this book to define your personal and professional brand.A customer posted a creatively produced video on You showing a Comcast technician asleep on his couch. ... The screen then reads, aquot;Thanks Comcast for two broken routers, four hour appointment blocks, weeklong internet ... However, there is no indication that the sort of aquot;siloaquot; business model that contributed to the incident has been replaced. ... Each time, she had to repeat her story, because the previous customer service representative failed to note the salient details.

Title:The Brand Who Cried Wolf
Author: Scott Deming
Publisher:John Wiley & Sons - 2010-07-02

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