Creating Signature Stories

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Creating Signature Stories

David Aaker

Author : David Aaker
Publisher : Morgan James Publishing
Page : 157 pages
File Size : 42,5 Mb
Release : 2018-01-02
Category : Business & Economics
ISBN : 9781683506126

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Creating Signature Stories by David Aaker Pdf

“All marketers should heed [the] advice” of this brand marketing guru in his latest book on digital storytelling.” —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories?intriguing, authentic, and involving narratives?apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories. Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built into every chapter, organizations will realize the power of storytelling to energize readers, gain visibility, persuade audiences, and inspire action.

Owning Game-Changing Subcategories

David Aaker

Author : David Aaker
Publisher : Morgan James Publishing
Page : 234 pages
File Size : 50,9 Mb
Release : 2020-02-04
Category : Business & Economics
ISBN : 9781642798913

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Owning Game-Changing Subcategories by David Aaker Pdf

Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.

Aaker on Branding

David Aaker

Author : David Aaker
Publisher : Morgan James Publishing
Page : 219 pages
File Size : 49,6 Mb
Release : 2014-07-15
Category : Business & Economics
ISBN : 9781614488323

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Aaker on Branding by David Aaker Pdf

"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.

Bridging the Gap Between AI, Cognitive Science, and Narratology With Narrative Generation

Ogata, Takashi,Ono, Jumpei

Author : Ogata, Takashi,Ono, Jumpei
Publisher : IGI Global
Page : 409 pages
File Size : 43,6 Mb
Release : 2020-09-25
Category : Science
ISBN : 9781799848653

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Bridging the Gap Between AI, Cognitive Science, and Narratology With Narrative Generation by Ogata, Takashi,Ono, Jumpei Pdf

The use of cognitive science in creating stories, languages, visuals, and characters is known as narrative generation, and it has become a trending area of study. Applying artificial intelligence (AI) techniques to story development has caught the attention of professionals and researchers; however, few studies have inherited techniques used in previous literary methods and related research in social sciences. Implementing previous narratology theories to current narrative generation systems is a research area that remains unexplored. Bridging the Gap Between AI, Cognitive Science, and Narratology With Narrative Generation is a collection of innovative research on the analysis of current practices in narrative generation systems by combining previous theories in narratology and literature with current methods of AI. The book bridges the gap between AI, cognitive science, and narratology with narrative generation in a broad sense, including other content generation, such as a novels, poems, movies, computer games, and advertisements. The book emphasizes that an important method for bridging the gap is based on designing and implementing computer programs using knowledge and methods of narratology and literary theories. In order to present an organic, systematic, and integrated combination of both the fields to develop a new research area, namely post-narratology, this book has an important place in the creation of a new research area and has an impact on both narrative generation studies, including AI and cognitive science, and narrative studies, including narratology and literary theories. It is ideally designed for academicians, researchers, and students, as well as enterprise practitioners, engineers, and creators of diverse content generation fields such as advertising production, computer game creation, comic and manga writing, and movie production.

Brand Portfolio Strategy

David A. Aaker

Author : David A. Aaker
Publisher : Free Press
Page : 368 pages
File Size : 43,6 Mb
Release : 2020-03-24
Category : Business & Economics
ISBN : 9781982146528

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Brand Portfolio Strategy by David A. Aaker Pdf

In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Goodbye, Things: The New Japanese Minimalism

Fumio Sasaki

Author : Fumio Sasaki
Publisher : W. W. Norton & Company
Page : 220 pages
File Size : 44,8 Mb
Release : 2017-04-11
Category : House & Home
ISBN : 9780393609042

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Goodbye, Things: The New Japanese Minimalism by Fumio Sasaki Pdf

The best-selling phenomenon from Japan that shows us a minimalist life is a happy life. Fumio Sasaki is not an enlightened minimalism expert or organizing guru like Marie Kondo—he’s just a regular guy who was stressed out and constantly comparing himself to others, until one day he decided to change his life by saying goodbye to everything he didn’t absolutely need. The effects were remarkable: Sasaki gained true freedom, new focus, and a real sense of gratitude for everything around him. In Goodbye, Things Sasaki modestly shares his personal minimalist experience, offering specific tips on the minimizing process and revealing how the new minimalist movement can not only transform your space but truly enrich your life. The benefits of a minimalist life can be realized by anyone, and Sasaki’s humble vision of true happiness will open your eyes to minimalism’s potential.

Writing Radar

Jack Gantos

Author : Jack Gantos
Publisher : Farrar, Straus and Giroux (BYR)
Page : 208 pages
File Size : 47,8 Mb
Release : 2017-08-29
Category : Juvenile Nonfiction
ISBN : 9780374304577

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Writing Radar by Jack Gantos Pdf

The Newbery Award–winning author of Dead End in Norvelt shares advice for how to be the best brilliant writer in this funny and practical creative writing guide perfect for all kids who dream of seeing their name on the spine of a book. With the signature wit and humor that have garnered him legions of fans, Jack Gantos instructs young writers on using their "writing radar" to unearth story ideas from their everyday lives. Incorporating his own misadventures as a developing writer, Gantos inspires readers to build confidence and establish good writing habits as they create, revise, and perfect their stories. Pop-out text boxes highlight key tips, alongside Gantos's own illustrations, sample stories, and snippets from his childhood journals. More than just a how-to guide, Writing Radar is a celebration of the power of storytelling and an ode to the characters who—many unwittingly—inspired Gantos's own writing career.

Domain Storytelling

Stefan Hofer,Henning Schwentner

Author : Stefan Hofer,Henning Schwentner
Publisher : Addison-Wesley Professional
Page : 357 pages
File Size : 51,8 Mb
Release : 2021-09-07
Category : Computers
ISBN : 9780137458820

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Domain Storytelling by Stefan Hofer,Henning Schwentner Pdf

Build Better Business Software by Telling and Visualizing Stories "From a story to working software--this book helps you to get to the essence of what to build. Highly recommended!" --Oliver Drotbohm Storytelling is at the heart of human communication--why not use it to overcome costly misunderstandings when designing software? By telling and visualizing stories, domain experts and team members make business processes and domain knowledge tangible. Domain Storytelling enables everyone to understand the relevant people, activities, and work items. With this guide, the method's inventors explain how domain experts and teams can work together to capture insights with simple pictographs, show their work, solicit feedback, and get everyone on the same page. Stefan Hofer and Henning Schwentner introduce the method's easy pictographic language, scenario-based modeling techniques, workshop format, and relationship to other modeling methods. Using step-by-step case studies, they guide you through solving many common problems: Fully align all project participants and stakeholders, both technical and business-focused Master a simple set of symbols and rules for modeling any process or workflow Use workshop-based collaborative modeling to find better solutions faster Draw clear boundaries to organize your domain, software, and teams Transform domain knowledge into requirements, embedded naturally into an agile process Move your models from diagrams and sticky notes to code Gain better visibility into your IT landscape so you can consolidate or optimize it This guide is for everyone who wants more effective software--from developers, architects, and team leads to the domain experts, product owners, and executives who rely on it every day. Register your book for convenient access to downloads, updates, and/or corrections as they become available. See inside book for details.

Firekeeper's Daughter

Angeline Boulley

Author : Angeline Boulley
Publisher : Henry Holt and Company (BYR)
Page : 428 pages
File Size : 43,5 Mb
Release : 2021-03-16
Category : Young Adult Fiction
ISBN : 9781250766571

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Firekeeper's Daughter by Angeline Boulley Pdf

A PRINTZ MEDAL WINNER! A MORRIS AWARD WINNER! AN AMERICAN INDIAN YOUTH LITERATURE AWARD YA HONOR BOOK! A REESE WITHERSPOON x HELLO SUNSHINE BOOK CLUB YA PICK An Instant #1 New York Times Bestseller Soon to be adapted at Netflix for TV with President Barack Obama and Michelle Obama's production company, Higher Ground. “One of this year's most buzzed about young adult novels.” —Good Morning America A TIME Magazine Best YA Book of All Time Selection Amazon's Best YA Book of 2021 So Far (June 2021) A 2021 Kids' Indie Next List Selection An Entertainment Weekly Most Anticipated Books of 2021 Selection A PopSugar Best March 2021 YA Book Selection With four starred reviews, Angeline Boulley's debut novel, Firekeeper's Daughter, is a groundbreaking YA thriller about a Native teen who must root out the corruption in her community, perfect for readers of Angie Thomas and Tommy Orange. Eighteen-year-old Daunis Fontaine has never quite fit in, both in her hometown and on the nearby Ojibwe reservation. She dreams of a fresh start at college, but when family tragedy strikes, Daunis puts her future on hold to look after her fragile mother. The only bright spot is meeting Jamie, the charming new recruit on her brother Levi’s hockey team. Yet even as Daunis falls for Jamie, she senses the dashing hockey star is hiding something. Everything comes to light when Daunis witnesses a shocking murder, thrusting her into an FBI investigation of a lethal new drug. Reluctantly, Daunis agrees to go undercover, drawing on her knowledge of chemistry and Ojibwe traditional medicine to track down the source. But the search for truth is more complicated than Daunis imagined, exposing secrets and old scars. At the same time, she grows concerned with an investigation that seems more focused on punishing the offenders than protecting the victims. Now, as the deceptions—and deaths—keep growing, Daunis must learn what it means to be a strong Anishinaabe kwe (Ojibwe woman) and how far she’ll go for her community, even if it tears apart the only world she’s ever known.

Building Strong Brands

David A. Aaker

Author : David A. Aaker
Publisher : Simon and Schuster
Page : 400 pages
File Size : 41,6 Mb
Release : 2012-10-01
Category : Business & Economics
ISBN : 9781471104381

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Building Strong Brands by David A. Aaker Pdf

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

The Signature Movement

Tonya D. Floyd

Author : Tonya D. Floyd
Publisher : Unknown
Page : 148 pages
File Size : 43,6 Mb
Release : 2014-03-24
Category : Family & Relationships
ISBN : 1495106810

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The Signature Movement by Tonya D. Floyd Pdf

A collection, a production, a lifestyle. Poetry accentuates this intimate collection of life skills training lessons as shared from a now-single mother's perspective. Some of life's toughest challenges are tackled here, with humorous undertones, such as dating after divorce, overcoming disappointment and failure, hormonal issues, and money issues--all while raising minor children. A light-hearted, informative, encouraging self-help guide for anyone trying to find that special someone, again.

Ground Zero

Alan Gratz

Author : Alan Gratz
Publisher : Scholastic Inc.
Page : 250 pages
File Size : 41,9 Mb
Release : 2021-02-02
Category : Juvenile Fiction
ISBN : 9781338245776

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Ground Zero by Alan Gratz Pdf

The instant #1 New York Times bestseller. In time for the twentieth anniversary of 9/11, master storyteller Alan Gratz (Refugee) delivers a pulse-pounding and unforgettable take on history and hope, revenge and fear -- and the stunning links between the past and present. September 11, 2001, New York City: Brandon is visiting his dad at work, on the 107th floor of the World Trade Center. Out of nowhere, an airplane slams into the tower, creating a fiery nightmare of terror and confusion. And Brandon is in the middle of it all. Can he survive -- and escape? September 11, 2019, Afghanistan: Reshmina has grown up in the shadow of war, but she dreams of peace and progress. When a battle erupts in her village, Reshmina stumbles upon a wounded American soldier named Taz. Should she help Taz -- and put herself and her family in mortal danger? Two kids. One devastating day. Nothing will ever be the same.

User Stories Applied

Mike Cohn

Author : Mike Cohn
Publisher : Addison-Wesley Professional
Page : 291 pages
File Size : 55,8 Mb
Release : 2004-03-01
Category : Computers
ISBN : 9780132702645

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User Stories Applied by Mike Cohn Pdf

Thoroughly reviewed and eagerly anticipated by the agile community, User Stories Applied offers a requirements process that saves time, eliminates rework, and leads directly to better software. The best way to build software that meets users' needs is to begin with "user stories": simple, clear, brief descriptions of functionality that will be valuable to real users. In User Stories Applied, Mike Cohn provides you with a front-to-back blueprint for writing these user stories and weaving them into your development lifecycle. You'll learn what makes a great user story, and what makes a bad one. You'll discover practical ways to gather user stories, even when you can't speak with your users. Then, once you've compiled your user stories, Cohn shows how to organize them, prioritize them, and use them for planning, management, and testing. User role modeling: understanding what users have in common, and where they differ Gathering stories: user interviewing, questionnaires, observation, and workshops Working with managers, trainers, salespeople and other "proxies" Writing user stories for acceptance testing Using stories to prioritize, set schedules, and estimate release costs Includes end-of-chapter practice questions and exercises User Stories Applied will be invaluable to every software developer, tester, analyst, and manager working with any agile method: XP, Scrum... or even your own home-grown approach.

Brand Relevance

David A. Aaker

Author : David A. Aaker
Publisher : John Wiley & Sons
Page : 400 pages
File Size : 48,5 Mb
Release : 2011-01-25
Category : Business & Economics
ISBN : 9780470613580

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Brand Relevance by David A. Aaker Pdf

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Story Power

Kate Farrell

Author : Kate Farrell
Publisher : Mango Media Inc.
Page : 219 pages
File Size : 52,7 Mb
Release : 2020-06-16
Category : Language Arts & Disciplines
ISBN : 9781642501988

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Story Power by Kate Farrell Pdf

A straightforward guide to creating a great story that keeps your audience riveted. The art of telling stories has been around as long as humans. And in today’s noisy, techy, automated world, storytelling is not only prevalent?it’s vital. Whether you're interested in enlivening verbal communication, building your business brand, making presentations, sharing family wisdom, or performing on stage, Story Power shows you how to make use of a good story. Telling stories is the most effective verbal communication?if you know how to use it. Story Power provides techniques for creating and framing personal stories alongside effective tips for telling them in any setting. Plus, this book models stories with unique storytelling examples, exercises, and prompts, as well as storytelling techniques for delivery in a spontaneous, authentic style. Story Power is an engaging, lively guide to the art of telling stories from author and librarian Kate Farrell, a seasoned storyteller and founder of the Word Weaving Storytelling Project. In Story Power, more than twenty skillful contributors with a range of diverse voices share their secrets to creating, crafting, and telling tales. In this book discover: How to share your own coming-of-age stories and family folklore The importance of a personal branding story and storytelling marketing Seven Steps to Storytelling, along with helpful tools, organizers, and media options With a foreword by New York Times bestselling, award-winning author Susan Wittig Albert Praise for Story Power “You can read a lot of books that tell you how to tell a story. Unlike them, Story Power illustrates the art, with twenty-one diverse voices and fascinating tales that entertain as you learn how to create and craft personal stories of all types.” —Nina Amir, bestselling author of How to Blog a Book, The Author Training Manual, and Creative Visualization for Writers “Mining her own experiences, Farrell offers small narrative gems alongside craft tips, commentary, and writing samples from an impressive list of acclaimed writers. Learn travel writing from Lisa Alpine, for example, or keys to crafting adventure stories from Mary Mackey, or personal branding from Marissa Moss . . . . Engaging and accessible, Story Power will help you jump-start and sustain your writing practice.” —Mary Volmer, author of Reliance, Illinois

Creating Signature Stories

Creating Signature Stories by David Aaker Pdf

Owning Game-Changing Subcategories by David Aaker Pdf

Aaker on Branding by David Aaker Pdf

Bridging the Gap Between AI, Cognitive Science, and Narratology With Narrative Generation by Ogata, Takashi,Ono, Jumpei Pdf

Brand Portfolio Strategy by David A. Aaker Pdf

Goodbye, Things: The New Japanese Minimalism by Fumio Sasaki Pdf

Writing Radar by Jack Gantos Pdf

Domain Storytelling by Stefan Hofer,Henning Schwentner Pdf

Firekeeper's Daughter by Angeline Boulley Pdf

Building Strong Brands by David A. Aaker Pdf

The Signature Movement by Tonya D. Floyd Pdf

Ground Zero by Alan Gratz Pdf

User Stories Applied by Mike Cohn Pdf

Brand Relevance by David A. Aaker Pdf

Story Power by Kate Farrell Pdf

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