The idea is to apply the power of stories to strategic messaging through signature stories create intriguing authentic and involving narratives that include a strategic message a . 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 . Creating a signature story for companies looking to find or create a signature story aaker first recommends they hone the strategic message they are trying to communicate then he suggests that they focus on a protagonist who can exemplify that messages whether its a customer an employee a leader or a product. Get this from a library creating signature stories strategic messaging that persuades energizes and inspires david a aaker in this book branding guru david aaker applies the power of intriguing authentic involving stories to communicate strategic messaging internally and externally a critical and difficult task . Creating signature stories strategic messaging that energizes persuades and inspires david aaker at booksamillioncom stories are orders of magnitude which are more effective than facts at achieving attention persuading being remembered and inspiring involvement
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