Creating Signature Stories: Strategic Messaging That Energizes, Persuades and Inspires

Creating Signature Stories: Strategic Messaging That Energizes, Persuades and Inspires

By David Aaker

Creating Signature Stories applies the power of storytelling--a key to any digital program--to strategic messaging.


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Book Information

Publisher: Morgan James Publishing
Publish Date: 03/06/2018
Pages: 190
ISBN-13: 9781683506119
ISBN-10: 1683506111
Language: English

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September 03, 2018

The bestselling business books at 800-CEO-READ for August 2018. READ FULL DESCRIPTION

Full Description

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.

About the Author

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.

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