Book description
Corporations can no longer just worship the bottom line. Consumers and customers want to be associated with brands that align with their values. For business success today, your company needs to tell a compelling story that creates engagement, word-of-mouth, and brand loyalty.
Table of contents
- Cover
- Title Page
- Copyright Page
- Acknowledgments
- Contents
- Foreword
- Further Foreword
- Part 1: Why Stories?
-
Part 2: Narrative Fundamentals
- Chapter 5 Your Brand DNA
- Chapter 6 Turning Your Brand DNA Into Your Brand Narrative
- Chapter 7 Storytelling Fundamentals and Prof. K.’s Three-Step Narrative Development Process
- Chapter 8 Prof. K.’s Storytelling Rules and Tools, Part 1— Structure, Structure, Structure
- Chapter 9 Prof. K.’s Storytelling Rules and Tools, Part 2— Character and Dialogue
- Chapter 10 Prof. K.’s Storytelling Rules and Tools, Part 3— The Fine Art of Revision
- Part 3: Narrative Typologies
- Part 4: Real-World Applications
- Index
- About the Author
Product information
- Title: The Hook
- Author(s):
- Release date: November 2015
- Publisher(s): Career Press
- ISBN: 9781632650122
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