Creating Signature Stories
Strategic Messaging that Energizes, Persuades and Inspires
Shows how story telling needs to be used for strategic messaging internally and externally. Reveals how a digital strategy revolves around content and that content is about stories. Explains the power of storytelling to energize, to gain visibility, to persuade, and to inspire. Defines a new concept, signature stories, that helps organizations introduce storytelling into strategic messaging Explains how to find or create signature stories, evaluate their potential, and leverage them over time. Includes case studies in every chapter to illustrate concepts and provide role models.
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.
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