Creating Signature Stories by David A. Aaker
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Description
InĀ 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.
Author(s): David A. Aaker
Publisher: Portfolio
Publication year: 2018
Publication date: 2018-06-16
Pages: 184
Publisher: Portfolio
Publication year: 2018
Publication date: 2018-06-16
Pages: 184
Binding: Hardcover
Language: English
ISBN: 9780670091263
Dimensions: 21.59 x 13.49 x 1.19 cm
Weight: 0.29 kg
Language: English
ISBN: 9780670091263
Dimensions: 21.59 x 13.49 x 1.19 cm
Weight: 0.29 kg