March 2012
Beginner
704 pages
18h 19m
English
book
Branding Strategies for Success (Collection)
by Joan Kiddon Larry Light Brian D. Till, Donna Heckler, Ryan D. Mathews, Russ Hall, Watts Wacker, Robert Brunner, Stewart Emery
Content preview from Branding Strategies for Success (Collection)
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Contents
What’s Your Story?: Storytelling to Move Markets, Audiences, People, and Brands
Chapter 1. The Story of Stories
The Myth of Business and the Business of Myth
Chapter 2. Truth Stories Versus True Stories
Enron: Frankenstein and Jesus—Two Ways of Telling the Same Story
The Use of Story as Positioning Statement
The Mad Scientist in the Laundry Room
Paris Hilton, Jack Kerouac, Jason and Achilles
Chapter 3. The 10 Functions of Storytelling
2. Define Individual and Group Identity
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.