SynopsisIn 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.
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Binding: HardBack
About the author
David Aaker is the vice chairman of a global brand and strategy consultancy, Prophet, and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business. He is the winner of four career awards for contributions to the science of marketing (Paul D. Converse Award), marketing strategy (Vijay Mahajan Award), the theory and practice of marketing (Buck Weaver Award) and outstanding contributions to the field of marketing (the NYAMA Marketing Hall of Fame).He has published more than a hundred articles and seventeen books that have sold over one million copies and been translated into eighteen languages. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and in the Journal of Marketing.A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA’s Marketing Newsand Germany’s Absatzwirtschaft, he regularly blogs at davidaaker.com and LinkedIn. His Twitter handle is twitter.com/davidaaker. An avid biker and struggling golfer, he lives in Orinda, California..
