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

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.

• Aaker on Branding: 20 Principles That Drive Success
• Agile Marketing: Building Endurance for Your Content Marketing Efforts
• Media Effects: Advances in Theory and Research (Routledge Communication Series)
• Storynomics: Story-Driven Marketing in the Post-Advertising World
• How Customers Think: Essential Insights into the Mind of the Market
• Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers
• Story Driven: You don't need to compete when you know who you are
• Building Strong Brands
• Brand Relevance: Making Competitors Irrelevant
• The Experience Economy, Updated Edition