Creating Signature Stories

Author : David Aaker
Publisher : Morgan James Publishing
ISBN 13 : 168350612X
Total Pages : 157 pages
Book Rating : 4.26/5 ( download)

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Download or read book Creating Signature Stories written by David Aaker and published by Morgan James Publishing. This book was released on 2018-01-02 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: “All marketers should heed [the] advice” of this brand marketing guru in his latest book on digital storytelling.” —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola 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.

Author : David Aaker
Publisher : Morgan James Publishing
ISBN 13 : 1642798916
Total Pages : 234 pages
Book Rating : 4.13/5 ( download)

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Download or read book Owning Game-Changing Subcategories written by David Aaker and published by Morgan James Publishing. This book was released on 2020-02-04 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.

Author : David Aaker
Publisher : Morgan James Publishing
ISBN 13 : 1614488320
Total Pages : 219 pages
Book Rating : 4.23/5 ( download)

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Download or read book Aaker on Branding written by David Aaker and published by Morgan James Publishing. This book was released on 2014-07-15 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.

Author : Ogata, Takashi
Publisher : IGI Global
ISBN 13 : 1799848655
Total Pages : 409 pages
Book Rating : 4.53/5 ( download)

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Download or read book Bridging the Gap Between AI, Cognitive Science, and Narratology With Narrative Generation written by Ogata, Takashi and published by IGI Global. This book was released on 2020-09-25 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: The use of cognitive science in creating stories, languages, visuals, and characters is known as narrative generation, and it has become a trending area of study. Applying artificial intelligence (AI) techniques to story development has caught the attention of professionals and researchers; however, few studies have inherited techniques used in previous literary methods and related research in social sciences. Implementing previous narratology theories to current narrative generation systems is a research area that remains unexplored. Bridging the Gap Between AI, Cognitive Science, and Narratology With Narrative Generation is a collection of innovative research on the analysis of current practices in narrative generation systems by combining previous theories in narratology and literature with current methods of AI. The book bridges the gap between AI, cognitive science, and narratology with narrative generation in a broad sense, including other content generation, such as a novels, poems, movies, computer games, and advertisements. The book emphasizes that an important method for bridging the gap is based on designing and implementing computer programs using knowledge and methods of narratology and literary theories. In order to present an organic, systematic, and integrated combination of both the fields to develop a new research area, namely post-narratology, this book has an important place in the creation of a new research area and has an impact on both narrative generation studies, including AI and cognitive science, and narrative studies, including narratology and literary theories. It is ideally designed for academicians, researchers, and students, as well as enterprise practitioners, engineers, and creators of diverse content generation fields such as advertising production, computer game creation, comic and manga writing, and movie production.

Author : David A. Aaker
Publisher : Free Press
ISBN 13 : 1982146524
Total Pages : 368 pages
Book Rating : 4.28/5 ( download)

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Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Author : David A. Aaker
Publisher :
ISBN 13 :
Total Pages : 392 pages
Book Rating : 4.47/5 ( download)

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Download or read book Developing Business Strategies written by David A. Aaker and published by . This book was released on 1988-04-14 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: ``An exceptional tool for the challenges facing today's corporate planner. It should be read by every manager involved in planning and strategy.'' --Robert R. Lindberg Vice-President, Corporate Development Transamerica Corporation Shows managers how to anticipate market trends, threats, and opportunities, and how to develop strategies that can help their companies respond and grow. Thoroughly revised from the acclaimed 1984 edition, with over 50% new material, the 2nd edition emphasizes a market-responsive approach to creating strategies that any business manager can use to generate effective strategic options in today's constantly changing marketplace. New chapters cover external analysis, customer analysis, competitor analysis, and developing strategy in mature or stagnant markets, and there is expanded coverage of sustainable competitive advantages (SCA).

Author : Jack Gantos
Publisher : Farrar, Straus and Giroux (Byr)
ISBN 13 : 0374304564
Total Pages : 225 pages
Book Rating : 4.60/5 ( download)

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Download or read book Writing Radar written by Jack Gantos and published by Farrar, Straus and Giroux (Byr). This book was released on 2017-08-29 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Acclaimed author Jack Gantos's guide to becoming the best brilliant writer.

Author : Mike Cohn
Publisher : Addison-Wesley Professional
ISBN 13 : 0132702649
Total Pages : 291 pages
Book Rating : 4.45/5 ( download)

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Download or read book User Stories Applied written by Mike Cohn and published by Addison-Wesley Professional. This book was released on 2004-03-01 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: Thoroughly reviewed and eagerly anticipated by the agile community, User Stories Applied offers a requirements process that saves time, eliminates rework, and leads directly to better software. The best way to build software that meets users' needs is to begin with "user stories": simple, clear, brief descriptions of functionality that will be valuable to real users. In User Stories Applied, Mike Cohn provides you with a front-to-back blueprint for writing these user stories and weaving them into your development lifecycle. You'll learn what makes a great user story, and what makes a bad one. You'll discover practical ways to gather user stories, even when you can't speak with your users. Then, once you've compiled your user stories, Cohn shows how to organize them, prioritize them, and use them for planning, management, and testing. User role modeling: understanding what users have in common, and where they differ Gathering stories: user interviewing, questionnaires, observation, and workshops Working with managers, trainers, salespeople and other "proxies" Writing user stories for acceptance testing Using stories to prioritize, set schedules, and estimate release costs Includes end-of-chapter practice questions and exercises User Stories Applied will be invaluable to every software developer, tester, analyst, and manager working with any agile method: XP, Scrum... or even your own home-grown approach.

Author : Kate Northrup
Publisher : Hay House, Inc
ISBN 13 : 1401941761
Total Pages : 281 pages
Book Rating : 4.65/5 ( download)

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Download or read book Money, A Love Story written by Kate Northrup and published by Hay House, Inc. This book was released on 2013-09-10 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: Having a good relationship with money is tough—whether you have millions in the bank or just a few bucks to your name. Why? Because just like any other relationship, your life with money has its ups and downs, its twists and turns, its breakups and makeups. And just like other relationships, living happily with money really comes down to love—which is why love is the basis of money maven Kate Northrup’s book. After taking the Money Love Quiz to see where on the spectrum your relationship with money stands—somewhere between "on the outs" and "it’s true love!"—Northrup takes you on a rollicking ride to a better understanding of yourself and your money. Step-by-step exercises that address both the emotional and practical aspects of your financial life help you figure out your personal perceptions of money and wealth and how to change them for the better. You’ll learn about thought patterns that may be holding you back from earning what you’re worth or saving what you can. You’ll learn how to chart your current financial life and create a plan to get you to where you want to be—whether that’s earning enough to live in a penthouse in Manhattan or a cabin in the Rockies. Using client stories and her own saga of moving from $20,000 of debt to complete financial freedom by the age of 28, Northrup acts as a guide in your quest for personal financial freedom. She’ll teach you how to shift your beliefs about money, create a budget, spend in line with your values, get out of debt, and so much more. In short, she’ll teach you to love your money, so you can love your life.

Author : Jay Acunzo
Publisher : Unthinkable Media
ISBN 13 : 9781544501055
Total Pages : 268 pages
Book Rating : 4.56/5 ( download)

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Download or read book Break the Wheel written by Jay Acunzo and published by Unthinkable Media. This book was released on 2018-09-27 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our world is flooded by advice, ideas, and experts, but we shouldn