TY  - BOOK
AU  - Aaker, David A.
TI  - Creating signature stories: strategic messaging that persuades, energizes and inspires
SN  - 9780670091263
U1  - 302.35 
PY  - 2018///
CY  - Gurgaon
PB  - Penguin Portfolio
KW  - Storytelling
KW  - Organization--Research
KW  - Branding (Marketing)
KW  - Business communication
KW  - Marketing research
N2  - 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
ER  -