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

by David Aaker

Overview

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 revolves around content and that content is stories.

Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built into every chapter, organizations will realize the power of storytelling to energize readers, gain visibility, persuade audiences, and inspire action.

Product Details

ISBN-13:	9781683506119
Publisher:	Morgan James Publishing
Publication date:	03/06/2018
Pages:	190
Sales rank:	693,579
Product dimensions:	5.50(w) x 8.40(h) x 0.50(d)

About the Author

David Aaker is the author of over one hundred articles and eighteen books on marketing, business strategy, and branding that have sold over one million copies combined. A recognized authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. David currently resides in Orinda, CA.

Table of Contents

Acknowledgments xiii

Chapter 1 What Is a Signature Story? 1

Chapter 2 Sets of Signature Stories 27

Chapter 3 Signature Stories Create Brand Visibility and Energy 43

Chapter 4 Signature Stories Persuade 55

Chapter 5 Higher-Purpose Signature Stories Inspire 71

Chapter 6 Signature Story Audiences 85

Chapter 7 Sourcing Signature Stories 99

Chapter 8 What Makes a Signature Story Strong? 117

Chapter 9 Your Professional Signature Stories-Understanding Yourself 133

Epilogue 12 Takeaways 151

About the Author 155

Endnotes 157

Index 165