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

by David Aaker and David A. 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...

• Format: Paperback
• Language: English
• ISBN: 0143456415
• ISBN13: 9780143456414
• Release Date: May 2022
• Publisher: India Portfolio
• Length: 184 Pages
• Weight: 0.25 lbs.
• Dimensions: 0.6" x 5.0" x 7.7"