Bibliograph

Creating signature stories, strategic messaging that persuades, energizes and inspires, David Aaker

Type

Label

Creating signature stories, strategic messaging that persuades, energizes and inspires, David Aaker

Language

eng

Index

no index present

Literary Form

non fiction

Main title

Creating signature stories

Medium

electronic resource

Nature of contents

dictionaries

Responsibility statement

David Aaker

Sub title

strategic messaging that persuades, energizes and inspires

Summary

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

Target audience

adult

Classification