Creating Signature Stories

David Aaker

ISBN 10: 1683506111 / ISBN 13: 9781683506119

Editore: Morgan James Publishing llc, US, 2018

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Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories-intriguing, authentic, and involving narratives-apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories. Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built into every chapter, organizations will realize the power of storytelling to energize readers, gain visibility, persuade audiences, and inspire action.

Codice articolo LU-9781683506119

Dati bibliografici

• Titolo: Creating Signature Stories
• Editore: Morgan James Publishing llc, US
• Data di pubblicazione: 2018
• Lingua: Inglese
• ISBN 10: 1683506111
• ISBN 13: 9781683506119
• Rilegatura: Paperback
• Condizione: New

Descrizione articolo

Riassunto

Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories—intriguing, authentic, and involving narratives—apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories.

Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built into every chapter, organizations will realize the power of storytelling to energize readers, gain visibility, persuade audiences, and inspire action.

Informazioni sull?autore

David Aaker is the author of over one hundred articles and eighteen books on marketing, business strategy, and branding that have sold over one million copies combined. A recognized authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. David currently resides in Orinda, CA.