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Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature storiesintriguing, authentic, and involving narrativesapply 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.
|Publisher:||Morgan James Publishing|
|Product dimensions:||5.50(w) x 8.40(h) x 0.50(d)|
About the Author
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.
Table of Contents
Chapter 1 What Is a Signature Story? 1
Chapter 2 Sets of Signature Stories 27
Chapter 3 Signature Stories Create Brand Visibility and Energy 43
Chapter 4 Signature Stories Persuade 55
Chapter 5 Higher-Purpose Signature Stories Inspire 71
Chapter 6 Signature Story Audiences 85
Chapter 7 Sourcing Signature Stories 99
Chapter 8 What Makes a Signature Story Strong? 117
Chapter 9 Your Professional Signature Stories-Understanding Yourself 133
Epilogue 12 Takeaways 151
About the Author 155