The Fortune Cookie Principle

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

By: Bernadette Jiwa

Narrated by: Bernadette Jiwa

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

Critic reviews

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

changing the way we look ar business

Lots of things to chew on after listening to this. will be listening again to digest everything!

a blend of marketing ideas

sorry to find out that the author seems to repeat other writers ideas. even the examples were examples that i encountered before in other books. the reading was monotonous and it was hard for me to stay in listening mode and to zone out.

Bite sized audiobook with Tons of insights

This book distills the information down to easy to understand ideas. Has a lot of examples that can help you guide your enterprise in figuring out where you make improvements.

Solid and inspirational

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.

Met expectations.

Well done. Helpful applicable information,reinforcement of the power of storytelling. I would highly recommend this book to start ups

Easy Listen + Good Info

There are several statement and stories that made me think about my business and anytime a book/listen can do that it's worth the time.

Food for thought

I really enjoyed this book. It was informative, thought-provoking and interesting. I will probably listen to it again.

Expected a better story and direction

Jiwa has a reputation for being an expert story teller, I'm afraid that wasn't evident in her book. I found the book a thematically repetitive compilation of "success stories" with little specific direction/advise. I say "success" because so many of the referenced successes are folks who've done very well by selling people not necessarily goods of intrinsic value but rather, as Jiwa says herself, things people are willing to pay for (thank you good marketing) and therefore 'worth' what they sell for. Sorry, just not my world.

Great nibbles

Would you consider the audio edition of The Fortune Cookie Principle to be better than the print version?

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.

What other book might you compare The Fortune Cookie Principle to and why?

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.

What about Bernadette Jiwa’s performance did you like?

I could listen to her talk for hours. Very soothing, authoritative and exudes confidence.

Did you have an extreme reaction to this book? Did it make you laugh or cry?

No

Any additional comments?

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.

A must-have to anyone who makes products

Love the narrator's accent :)
Clear and interesting
Going to listen to more of her books now