000			01363nam a22002297a 4500
999			_c1476 _d1476
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008			211102b ||||| |||| 00| 0 eng d
020			_a9780670091263
082			_a302.35 _bAAK
100			_aAaker, David A. _9338
245			_aCreating signature stories: strategic messaging that persuades, energizes and inspires
260			_bPenguin Portfolio _aGurgaon _c2018
300			_axvi, 167 p.
365			_aINR _b499.00
520			_aIn 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.
650			_aStorytelling _94309
650			_aOrganization--Research _9858
650			_aBranding (Marketing) _9408
650			_aBusiness communication _9357
650			_aMarketing research _9276
942			_2ddc _cBK