Creating Signature Stories
Book description
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…
Why read it?
1 author picked Creating Signature Stories as one of their favorite books. Why do they recommend it?
David Aaker is an American Marketing Association Hall of Fame member and innovator in marketing management and branding through research, teaching, and books.
This book is his insight on brand storytelling with inspiration from his daughter Jennifer Aaker and other’s research on the power of stories. Aaker explains that stories are powerful in communicating strategic messaging. He also explains that in a digital age where content is king, stories are the key to content.
I especially liked his explanation of the types of signature stories and examples of brand signature stories – including the L.L. Bean story in the very…
From Keith's list on business books to master the art and science of brand storytelling.
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