Creating signature stories: strategic messaging that persuades, energizes and inspires
Material type:
TextPublication details: Gurgaon Penguin Portfolio 2018 Description: xvi, 167 pISBN: 9780670091263Subject(s): Storytelling | Organization--Research | Branding (Marketing) | Business communication | Marketing researchDDC classification: 302.35 Summary: 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.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
|
Indian Institute of Management LRC General Stacks | Marketing | 302.35 AAK (Browse shelf(Opens below)) | 1 | Available | 001608 |
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.
There are no comments on this title.