Creating Signature Stories

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.