Creating signature stories: strategic messaging that persuades, energizes and inspires
Aaker, David A.
Creating signature stories: strategic messaging that persuades, energizes and inspires - Gurgaon Penguin Portfolio 2018 - xvi, 167 p.
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.
9780670091263
Storytelling
Organization--Research
Branding (Marketing)
Business communication
Marketing research
302.35 / AAK
Creating signature stories: strategic messaging that persuades, energizes and inspires - Gurgaon Penguin Portfolio 2018 - xvi, 167 p.
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.
9780670091263
Storytelling
Organization--Research
Branding (Marketing)
Business communication
Marketing research
302.35 / AAK