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Creating signature stories: strategic messaging that persuades, energizes and inspires

By: Publication details: USA Portfolio 2018Description: xvi, 167 HardboundISBN:
  • 978-0-670-09126-3
Subject(s): DDC classification:
  • 658.802/Aak
Summary: Overview In 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.
List(s) this item appears in: Book Alert - February-2019
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Book Book Main Library 658.802/ Aak/36461 (Browse shelf(Opens below)) Available 11136461
Total holds: 0

Overview
In 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.

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