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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...
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English
Description
Aaker on Branding provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles, six branding books, and other writings of David Aaker and have been proven to help hundreds of firms develop branding programs. With five sections, it provides a story arc about creating a strong brand that involves understanding that brands are assets, creating a compelling brand vision, bringing the...
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Language
English
Description
Today's firms need a social effort that is serous and impactful to be relevant. It's not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering-the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.
As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches...
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