Title: Creating Signature Stories: Strategic Messaging That Persuades, Energizes and Inspires
Publisher: India Portfolio
Publication Date: 2022
Language: English
ISBN 10: 0143456415
ISBN 13: 9780143456414
Binding: paperback
Condition: Good

About this title

Synopsis

In Creating Signature Stories, branding guru David Aaker applies the power of intriguing, authentic, involving stories to communicate strategic messaging internally and externally, a critical and difficult task. Stories are many times more powerful than facts at getting attention, generating brand energy, creating involvement, persuading, arousing emotion and inspiring. Moreover, success in digital platforms, which is becoming increasingly essential, means content and content means stories. This book, full of case studies, discusses how to find, evaluate, refine and leverage great stories and use them to build brands, enhance customer relationships and inspire employees.

About the Author

David Aaker is the Vice Chair at Prophet, a global brand and marketing consulting company that is on the forefront of branding issues, professor emeritus of the Haas School at UC Berkeley, and an advisor to Denstu.

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