Creating Signature Stories: Strategic Messaging That Energizes, Persuades and Inspires

By David Aaker
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.





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ISBN: 9781683506119

About the Paperback

Publisher Morgan James Publishing
Publish date 03/06/2018
Pages 190
ISBN-13 9781683506119
ISBN-10 1683506111
Language English