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Creating Signature Stories

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Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and ins... Weiterlesen
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Beschreibung

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.



Autorentext

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.

Produktinformationen

Titel: Creating Signature Stories
Untertitel: Strategic Messaging that Energizes, Persuades and Inspires
Autor:
EAN: 9781683506126
ISBN: 978-1-68350-612-6
Digitaler Kopierschutz: Adobe-DRM
Format: E-Book (epub)
Herausgeber: Morgan James Publishing
Genre: Wirtschaft
Veröffentlichung: 02.01.2018
Jahr: 2018
Untertitel: Englisch
Dateigrösse: 1.5 MB