造谣惑众的品牌：传递公司的承诺与创造终身客户 The Brand Who Cried Wolf: 在线下载 pdf mobi 2025 epub 电子版

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.

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

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 nat

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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.

• 作者：Linka 发布时间：2020-03-08 11:00:39

  这真的太难了！

• 作者：3只洋桔梗 发布时间：2013-04-21 14:08:08

  世界观启蒙书。

• 作者：羊小姐 发布时间：2019-03-07 13:54:00

  2019.3.7看完@微信读书

  看完正好是女生节这天。上一次读好像是中学，也是藏在书包里，偷偷读完了。内容记不清了，但是那种震撼的感觉还在。修订版新增了一些案例和回访，现在读来还是会觉得有启发，谁的青春期不是一个人孤独地走过大雨，游过海洋呢？希望现在的小朋友也可以看到这本书。他是永不过时的。

• 作者：无逾我里 发布时间：2022-07-06 17:05:35

  标点低级错误很多，还是2019年中华书局那版更好

• 作者：W 发布时间：2024-03-18 21:04:29

  非常好

• 作者：小镜子 发布时间：2016-06-17 08:28:07

  科学发现的集合，有点带鸡血快餐，里面有三点影响深刻，1、转弯画出最大圆半径。2、统计背后的真象，统计往往是片面的，掩盖真实。3、赌博那多出的赢的概率。

• 展现脆弱的奥义

  作者：暖棉棉 发布时间：2020-12-22 18:55:35

  作者布琳布朗（Brene Brown）是一个社会工作博士，一名羞耻感和同理心研究者。她在TED上的演讲《脆弱的力量》是世界上观看最多次的TOP5之一（著有同名书），个人网站上有她的作品、Podcast还有博客的链接和介绍（

  www.brenebrown.com

  ），同时也可以在上面找到一些书上对应的宣言文本资源。本文的最后将附注作者的作品以及中文版名。我这次阅读的是北京联合出版公司2020出版《无所畏惧：颠覆你内心的脆弱 DARING GREATLY》豆瓣评分6.6分，2014年的版本《活出感性》评分为8.1分，英文原著8.1分。

  书名Daring greatly来源于一个著名的演说，我想这句话表达了一种就算面对不确定性的失败和受伤也要奋力一搏的勇敢精神。在书的封面上无所畏惧中间写着一行小字：颠覆你内心的脆弱，而对我来说看完这本书之后作者确实做到了。在此之前的我将脆弱等同于软弱和胆小，对脆弱有不友好的观点并且不欢迎它。当我感到脆弱时，我心里的“小魔怪”会无情地批判我，而正是本书开篇的一段人们对于脆弱的定义迅速地改变了我的看法：

  脆弱是什么？

  脆弱是坚持自我

  脆弱是寻求帮助

  脆弱是我离婚后的第一次约会

  脆弱是写点什么或者制作一件艺术品

  脆弱是尝试新事物

  脆弱听起来像是真相，感觉起来像是勇气。真相和勇气并不总是令人舒服的，但它们从来都不是软弱。

  或许这就是吸引我读下去的一大原因，因为这本书告诉我，感到脆弱并不是一件羞耻的事情，正相反，当我在做这些事的时候我也会体验到我看到这张列表时的感受——勇气。列表在书的33页，愿更多的人能读到它。我想“脆弱”之所以被这样称呼，是因为它就是有一种接受被打击或受伤的状态，这个状态本身需要特别多的勇气来支持。而我们在面临这些状况的时候也可以选择用很多的方式来逃避（见第四章：常见的防卫脆弱的方法），用盔甲来保护自己不受伤害，那是个什么情况？如果在什么是脆弱列表的每句话里加上一个不，就能了解：不坚持自我/不寻求帮助/离婚后拒绝再次约会/不写作不创作艺术品/不尝试新事物...... 在这个带有盔甲的列表里我看到了自己的影子，当然有时候我也会去做那些脆弱的事，但当我深陷害怕被别人评判的恐惧之中是我就会拿出我的盔甲渡过一天。

  书中可以用来让自己放下盔甲的知识和方法：

  ① 改善羞耻感——培养羞耻感复原力

  作者用了一个篇章讲述羞耻感，我想在这里羞耻感指的应该就是来自他人和自己的评判之声吧。“我/你不值得，我/你不够好，我/你没有天赋，我/你是不受欢迎的...”这样的声音会削减我内心的力量和勇气，让我变成一个不愿意展现脆弱的人。

  当我们的自我价值没有受到威胁时，我们更愿意变得勇敢，并冒险向别人展现我们的天赋。

  用心关注自己内心的声音，特别是那些批判和苛刻的声音、说出自己感到羞耻的事，例如我害怕我写的东西太可笑、我害怕得不到别人的理解，找到家人和朋友分享这些，说不定会发现这个世界要比自己想象的世界温暖许多宽容许多。“如果羞耻感扼杀了我们的价值感以及我们与他人的联结，我们就无法接受脆弱。”

  获得同理心的方法（

  与他人建立联结，说出羞耻感并谈论它，关爱自我

  ）

  1）在羞耻感袭来的时候尽量让自己冷静，可以试书上重复“痛、痛、痛......”的方法，2）用对心爱之人的语气告诉自己“你会没事的，你是人，是人都会犯错，我支持你。”3）找人倾诉自己的羞耻感，找到理解和支持你的人 4）表达性写作，花15~20分钟写下经历。

  ②如何脱下盔甲（

  告诉自己已经足够好了

  ）

  1）练习感恩

  受了许多书和人的影响，我现在每天都在写感恩笔记，感恩练习让我有意识地想到生活中珍贵而平凡的东西，这些东西值得我每天都为拥有它而感到快乐。和作者的女儿一样我也有自己美好瞬间的照片集，大多数都是吃好吃的，和最好的朋友或家人冒险，享受美丽的大自然风光。这些回忆真的帮我打过了许多艰难的日子，让我觉得人生暗淡是，我只要闭上眼睛想起那些经历，曾经的快乐就会和希望一起涌进我的脑海，给我力量。

  2）欣赏缺陷美（摆脱完美主义）

  “创作”是克服完美主义的最有效的方法之一。

  真诚地投入生活，与他人开放真实的自我，更友善地对待自己和他人。我非常喜欢作者对于缺陷美是艺术的理论，让我对不完美一下子好感倍增。确实艺术对我而言有一种具有个人特质的，不刻意而为之的属性，可以说每种创造都是艺术，不是说要受到众人的赞赏那才称得上是艺术。我们身上的特质与众不同，而欣赏自己的特质就像是看一片叶子上的颜色和斑纹一样都是美的一种化身。一次作品所谓的失败或许是它没有达到自己的期望，也可能是没有达到社会（父母、同事领导、公众）的期望，但不阻碍它的独一无二。忽然想起正在读的另一本书中的一句：

  造物主，我来负责创作数量，你来负责创作品质。

  ————朱莉娅卡梅伦的《写作，是一笔灵魂交易》（The artist way）

  也许创作本身对于创作者来说就是一个完成自己的方式，在期间我也收获颇多。

  作者描述她家庭的故事十分的触动我，我也是一个母亲，我的体会是养育孩子总能触发我最深层的情感，恐惧和欲望。

  一旦消除了脆弱，我们会把养育孩子变成一场竞赛。/我想绝大多数人都会赞同，我们希望孩子达到的，正是我们希望自己达到的——我们希望培养出全心全意生活并热爱生活的孩子。

  嗯！是的，非常赞同。我想要我的孩子拥抱脆弱、勇敢、乐观、热爱生活，而只有当自己去成为那样的人，才会真的对孩子释怀，让他们成为他们自己想成为的人。我有时候会要求我的孩子“应该”这样那样，她如果办不到就会激怒我，但事后反思，我正在将自己办不到又想做的欲望压在她的身上，孩子是敏锐的，她的“办不到”正在提醒我不要走入歧途。作者在“小心间隙”一章也探讨了这个问题，

  鸿沟从这里产生：我们无法给别人我们没有的东西，我们是谁比我们知道什么或我们想成为什么样的人更重要。/我们践行的价值观（我们实际在做什么、思考什么、感受什么）和我们理想中的价值观（我们希望自己能做什么、思考什么、感受什么）之间的差距就是价值鸿沟。

  这条鸿沟阻隔了我们与他人的连结。我们不必追求完美，只需投入其中，让自己的行为遵循自己的价值观就能跨越鸿沟和我们关心的人站在一起。

  书中最后一个故事是讲述作者女儿被安排参加不擅长的游泳项目比赛的故事。她的女儿一直因为害怕参赛而处在恐惧之中，在最后作者是这么对她的女儿说的：

  如果你的目标是出席比赛，然后下水，会怎么样呢？/有时候，你能做的最勇敢最重要的事就是出场。

  最后她的女儿参加了比赛，我认为这就是足够的勇敢，而正像作者所说的

  在这一种用收获和成就来衡量价值感的文化中，放下评判标准并不容易。

  我想起不久前我的女儿在幼儿园交友受挫的事，有一个她喜欢的女孩不愿意和她玩，她一次又一次地尝试接近却不成功甚至被反感。当她与我倾诉的时候，我的心是非常难受的，我承受不了提出邀约却被拒绝的情形，让我觉得很丢“面子”，也正因为这样我的交友和行事都是保守的，不敢有新的尝试，在人际关系上也是被动的那一方。当她说自己一次又一次地被拒绝时，我的心感到被揪住一般无法呼吸，但不知为什么我说出了我的心里话，我说“你好勇敢。”我清晰地记得当她听到这句话以后整个脸都亮起来的样子。我想要阻止她受到伤害，而可能会令她错失自己尝试挑战而获得的勇气。

  最后，给正在写这篇读书笔记的我，现在的我也正是在做一件展现脆弱的事情，或许它很不完美，但我现在可以学着称那些不完美的地方为艺术，或许我之后会为了这篇笔记中的句子错句而感到非常羞耻，但感谢读了这本书，给我了许多勇气和力量，这篇读后感才有机会写出来。我还记得在不久以前我还是一个连许多字都不记得怎么写了的人，我的寥寥几篇读书笔记每一篇不会超过100字。为什么呢？因为我害怕被人评判，我怕我的文字让我显得很傻，所以我把自己掩藏了起来，这样我就安全了。配一句作者在书最后写的一段话

  我可以诚实地说，最让人不舒服、感觉危险和伤心的事情，是把自己当成生活的观望者，暗自悔恨如果当初勇敢尝试，生活将会如何不同。

  共勉。

  《I Thought it Was Just Me》2007

  《我已经够好了》台版2014，2015，《超越自卑》2020

  《The gifts of imperfection》2010《不完美的礼物》台版2013

  ，《脆弱的力量》2014

  《Rising strong》2015，《成长到死》2017

  《Daring greatly》2015，

  《脆弱的力量》台版 2013

  《活出感性》2014《无所畏惧》2020

  《Braving the wilderness》2017,《归属感》2019

  《Dare to Lead》2018

  未划线的可在上海图书馆看到

  微信读书可读：《超越自卑》《脆弱的力量》《无所畏惧》《归属感》

• 收纳，给你变个大房子

  作者：东北缓慢的番茄 发布时间：2022-04-05 01:53:50

  这是一本很不错的关于空间管理的书！结合我的一些关于收纳和整理的经验，以及在客户家中看到的整个房屋空间的整理收纳情况来讲。这本书仿佛又让我重新回到了老师的课堂，又重新复课。

  我认同老师所说，整理收纳其实是一个伪需求。只要空间规划合理，人人都可以做自己的整理收纳师。空间的管理其实远不止于简简单单的整理收纳。也不是单纯地做家务和我们知道的叠衣服，叠的是否整齐。 做做家务，保持整洁干净其实请到保洁就可以的了。叠好的衣服也不过一时好看。

  我所向往期待成为的整理规划师，一直笨拙的不断积累经验。这本书其实有时候也是对自己的一个清醒剂，你所了解的收纳整理，与空间的规划还相差甚远。

  风迷的极简生活其实对于国人来说难以做到，但是在有限的空间做好规划，却可以让房子越住越大。书中有段话说的蛮好的：“通过空间控制物品的数量，进而通过数量控制人的欲望。”相比于极简是不是更符合实情。

  PS:如果想装修房子其实可以先看看了解，或者找专业的整理规划师咨询设计，相信也可以少走许多后续生活当中不实用的弯路。当然如果已经装修好了，也可以读一读，可以后续改造。当然我越来越相信，专业的事情交给专业的人，知识、服务都是需要付费，也是高效的唯一捷径。推荐这本书，或许度过之后又重新解锁了一个新的知识点、一个有趣的职业。