TY  - GEN
AU  - Aaker, David
TI  - Creating signature stories: strategic messaging that persuades, energizes and inspires
SN  - 978-0-670-09126-3
U1  - 658.802/Aak 
PY  - 2018///
CY  - USA
PB  - Portfolio
KW  - Strategic marketing ,
KW  - marketing communication,
KW  - branding
N2  - 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
ER  -