The Fortune Cookie Principle

The 20 Keys to a Great Brand Story and Why Your Business Needs One.

by: Bernadette Jiwa

in: Marketing & Sales

Summary:

The book presents a framework of 20 essential elements that businesses should incorporate to craft compelling brand stories, emphasizing the importance of connecting with customers on an emotional level beyond just the product or service offered. It provides insights and examples on how to differentiate a brand in the marketplace by focusing on the narrative that resonates with the audience's values and experiences.

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