Creating signature stories: strategic messaging that persuades, energizes and inspires

By:

Aaker, David A

Material type: Text

TextPublication details: Penguin Portfolio Gurgaon 2018Description: xvi, 167 pISBN:

9780670091263

Subject(s):

DDC classification:

302.35 AAK

Summary: In Creating Signature Stories, branding guru David Aaker applies the power of intriguing, authentic, involving stories to communicate strategic messaging internally and externally, a critical and difficult task. Stories are many times more powerful than facts at getting attention, generating brand energy, creating involvement, persuading, arousing emotion and inspiring. Moreover, success in digital platforms, which is becoming increasingly essential, means content and content means stories. This book, full of case studies, discusses how to find, evaluate, refine and leverage great stories and use them to build brands, enhance customer relationships and inspire employees.

List(s) this item appears in: Marketing | Operation & quantitative Techniques

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	302.35 AAK (Browse shelf(Opens below))	1	Available		001608

Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)

Previous								Next
Previous	302.23 MUE Social media storytelling	302.231 KUM Social media analytics and practical applications:	302.30285 FRI No filter:	302.35 AAK Creating signature stories: strategic messaging that persuades, energizes and inspires	306 FEA Consumer culture and postmodernism	306.3 ARN Consumer culture theory	306.34 CHA The cult of the luxury brand: Inside Asia's love affair with luxury	Next

In Creating Signature Stories, branding guru David Aaker applies the power of intriguing, authentic, involving stories to communicate strategic messaging internally and externally, a critical and difficult task. Stories are many times more powerful than facts at getting attention, generating brand energy, creating involvement, persuading, arousing emotion and inspiring. Moreover, success in digital platforms, which is becoming increasingly essential, means content and content means stories. This book, full of case studies, discusses how to find, evaluate, refine and leverage great stories and use them to build brands, enhance customer relationships and inspire employees.

There are no comments on this title.

to post a comment.