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01955aam a2200289Ia 4500 001 40D5C18A989711E4B97AA57FDAD10320 003 SILO 005 20150110010635 008 130827s2013 at b 000 0 eng d 020 $a 1489583947 (pbk.) 020 $a 9781489583949 (pbk.) 035 $a (OCoLC)856983903 040 $a ZGH $c ZGH $d IQU $d OCLCF $d SILO 082 04 $a 658.827 $2 23 100 1 $a Jiwa, Bernadette 245 14 $a The fortune cookie principle : $b the 20 keys to a great brand story and why your business needs one / $c Bernadette Jiwa 246 30 $a 20 keys to a great brand story and why your business needs one 250 $a 1st ed 260 $a Australia : $b The Story of Telling Press, $c c2013 300 $a xiv, 184 p. ; $c 20 cm 504 $a Includes bibliographical references 520 $a "It's not how good you are. It's how well you tell your story. Big corporations might have huge marketing and advertising budgets but you've got a story. Your brand story isn't just what you tell people. It's what they believe about you based on the signals your brand sends. 'The Fortune Cookie Principle' is a brand building framework and communication strategy consisting of 20 keys that enable you to begin telling your brand's story from the inside out. It's the foundation upon which you can differentiate your brand and make emotional connections with the kind of clients and customers you want to serve. The most successful brands in the world don't behave like commodities and neither should you. A great brand story will make you stand out, increase brand awareness, create customer loyalty and power profits. Isn't it time to gave your customers a story to tell? 'The Fortune Cookie Principle' will show you how." --From Amazon.com 650 0 $a Branding (Marketing) 650 0 $a Marketing 941 $a 1 952 $l GZPE631 $d 20240305033635.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=40D5C18A989711E4B97AA57FDAD10320Initiate Another SILO Locator Search