Creating Signature Stories

In Creating Signature Stories branding guru David Aaker applies the power of intriguingauthentic involving stories to communicate strategic messaging internally and externallya critical and difficult task.Stories are many times more powerful than facts at getting attention generating brandenergy creating involvement persuading arousing emotion and inspiring. Moreoversuccess in digital platforms which is becoming increasingly essential meanscontent and content means stories.This book full of case studies discusses how to find evaluate refine and leveragegreat stories and use them to build brands enhance customer relationships andinspire employees.