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The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One | [Bernadette Jiwa]

The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One

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.
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Publisher's Summary

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

What the Critics Say

"This should be the next audiobook you listen to. Urgent, leveraged and useful, it will change your business like nothing else." (Seth Godin)

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    Gerardo Austin, TX, United States 03-17-14
    Gerardo Austin, TX, United States 03-17-14 Member Since 2011

    Businessman, Technologist, Marketer. Loves to learn and enjoys books. Mostly nonfiction plus historic novels.

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    "Lots of Insight. Recommended for Marketers"

    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.

    0 of 0 people found this review helpful
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