: creating standout brands through the purpose of story Signorelli, Jim creator author text Austin, TX River Grove Books 2014 Second edition. monographic eng

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xxiv, 269 pages : illustrations ; 24 cm. Brand storytelling is all the rage in marketing. But few books explain how to go about cultivating and promoting that story. This is the book that does.StoryBranding 2.0 is an updated edition of the award-winning, best-selling book that has sparked enthusiasm among marketing luminaries, CEOs, entrepreneurs, and personal branding advocates.Developing your brand’s story must start with an understanding of what a story really is and how it is structured. Then, using this essential structure as scaffolding, you can begin to answer specific questions that will help you develop your brand’s most authentic story—the story that will do the most to capture the hearts and minds of prospects. As your brand sets out to overcome obstacles in order to achieve its goals, you will:• Be guided every step of the way towards defining who your brand is and why it exists. / Jim Signorelli First ed. published with title StoryBranding Includes bibliographical references (pages 255-257) and index Branding (Marketing) Marketing Planning HF5415.1255 .S5233 2014 9781632996558 251002