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

Aaker, David

Softcover

ISBN 10: 0143456415 ISBN 13: 9780143456414

Publisher: Penguin Portfolio, 2021

Synopsis

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 this title

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. David currently resides in Orinda, CA.

Edition details

• Publisher: Penguin Portfolio
• Publication date: 2021
• Language: English
• ISBN 10: 0143456415
• ISBN 13: 9780143456414
• Binding: Paperback
• Number of pages: 184