A01=David Aaker
advertising
authenticity
Author_David Aaker
brand loyalty
branding
business
business strategies
business success
Category=KJE
Category=KJP
Category=KJS
Category=KJSG
communication
company loyalty
company values
consumers
customer retention
customers
digital marketing
digital noise
emotion
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
market share
marketing
media clutter
narrative
nonfiction
outreach
psychology
reference
sales
self help
social media
storytelling
strategic messaging
tactical messaging
Product details
- ISBN 9781683506119
- Dimensions: 139 x 215mm
- Publication Date: 22 Mar 2018
- Publisher: Morgan James Publishing llc
- Publication City/Country: US
- Product Form: Paperback
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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.
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.
