Download or read book Creating Signature Stories in India written by David Aaker and published by Penguin Random House India Private Limited. This book was released on 2018-05-16 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Creating Signature Stories, branding guru David Aaker applies the power of intriguing, authentic, involving stories to communicate strategic messaging internally and externally, a critical and difficult task. Stories are many times more powerful than facts at getting attention, generating brand energy, creating involvement, persuading, arousing emotion and inspiring. Moreover, success in digital platforms, which is becoming increasingly essential, means content and content means stories. This book, full of case studies, discusses how to find, evaluate, refine and leverage great stories and use them to build brands, enhance customer relationships and inspire employees.