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 give your customers a story to tell? The Fortune Cookie Principle will show you how.
©2013 Bernadette Jiwa (P)2013 Gildan Media LLC
"This should be the next audiobook you listen to. Urgent, leveraged and useful, it will change your business like nothing else." (Seth Godin)
There were great stories and good solid principles that were shared in this book. However, there was not very much information about how to go about doing things mentioned in this book.
Essentially it came down to that the author was using hindsight of successful stories and saying, "just be like them."
While being very inspirational, the book was not very helpful.
I didn't read the print version, however, I could see why one would want the print edition as a supplement. The author has some tips that I wish I could just revisit. I listened while walking my dog, so I didn't get anything written down or bookmarked. In the second chapter, I was already wishing I had a printed one.
Hmm I think it compares to the usefulness of anything Seth Godin writes, and the simplicity of Jeff Beals's concepts in Self Marketing Power.
I could listen to her talk for hours. Very soothing, authoritative and exudes confidence.
I would like to see some of the tips she shares on a PDF available with the audiobook. I enjoyed the book a lot and would highly recommend it to anyone starting or running a business. It applies best here, but perhaps some vp of marketing would get some great info too.
Businessman, Technologist, Marketer. Loves to learn and enjoys books. Mostly nonfiction plus historic novels.
While some parts of the book lacked a bit of meat and practical advice, I enjoyed Bernadette's book. She is the narrator, which makes the book more enjoyable, maybe because of her accent. Bernadette is clear and easy to understand for all levels of marketing skill.
Some of the main topics and ideas found on this book are critical for marketers to understand, such as the main one, a topic I have blogged about a few times myself: people buy based on emotions. Value comes from how a product makes you feel, now only what a product is.
I recently read the Kindle version of Differentiate, by the same author, which is also a good book. I recommend The Fortune Cookie Principle to any marketer or business owner.
Pretty good, it makes you think about things from a different angle, although at points it's not quite realistic about business.
What a really great book. Listened to it on audible and it was superb. Easy to listen to and dip and out of whilst driving. Would highly recommend to anyone.
"Entertaining and practical"
I enjoyed listening to this book, the points were well thought out and the case-studies entertaining.
There is nothing particularly new covered here but I would recommend it nevertheless.
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