Scott Deming

A media savvy speaker and compelling leadership trainer, Scott Deming is also a veteran businessman, board member, marketer and community volunteer. He has been changing company cultures for thirty years with his unique approach to critical thinking and value-driven branding.

~~In this morning’s Wall Street Journal, writer Ben Fritz talks about Disney’s ability to turn movie hits into “Profits Ever After.” Each movie mega hit becomes its’ own franchise, with a dedicated team focused on turning that movie hit into successful and profitable rides, toys, clothes, video games and more. In the advertising business, we would call this “having legs.”

BRAND

~~I was recently asked a common question during a Q&A. “What is a brand?” Believe it or not, I get asked this question all the time, simply because the word “brand” carries with it many different definitions. Depending on what one does for a living, what they’ve heard, what they’ve learned, or how they perceive their own “brand” the word has different meanings to different people. Some common definitions of brand are: a logo; a company; a product; a jingle; a trademark. Others think branding is advertising and marketing.

~~Getting Great People and Keeping Them are Two Very Different Things

Part of the formula for a vibrant and sustainable culture is hiring inspired and talented people. But, it’s not enough for you to bring people on board who share your values and your purpose. You need to keep these people on board. In most cases, if you’re charismatic, passionate and compelling enough, you’ll usually be able to sell something to someone, whether it’s a product, service or a position within your company. The real challenge however is holding onto the client, or the talented employee. So what’s the formula?

Cat seeing himself as a lion in a mirror

One of the “realities” I’ve discovered through the years of business ownership, consulting and speaking, is that the customer or client rarely sees you as YOU see you. This is known as Perceptual Reality. In his book Magical Worlds of the Wizard of Ads, Roy H. Williams defines Perceptual Reality as our imagination. We spend a great deal of time there, and while there we create ideas and perceptions of ourselves that simply are not true or real.

the ceo magazine, marketing

When I ran my own agency, I knew that intrigue was crucial to getting a potential client involved, but if I failed to deliver something of substance, I would have never secured those clients, or I’d have soon lost them. And the key to delivering substance was research. Every time we pitched a company, we made bold claims, but they were always backed up by facts. The formula was simple enough: Ask the right question about the organization, provide an answer, and then provide a solution.

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