The Fortune Cookie Principle The 20 Keys to a Great Brand Story and Why Your Business Needs One (Audible Audio Edition) Bernadette Jiwa LLC Gildan Media Books
Download As PDF : The Fortune Cookie Principle The 20 Keys to a Great Brand Story and Why Your Business Needs One (Audible Audio Edition) Bernadette Jiwa LLC Gildan Media Books
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.
The Fortune Cookie Principle The 20 Keys to a Great Brand Story and Why Your Business Needs One (Audible Audio Edition) Bernadette Jiwa LLC Gildan Media Books
I picked this book up because it had been recommended to me by some of my fellow marketers and because it was on sale.Needless to say, this book did not disappoint. It went well beyond the 4Ps to show what it really takes to establish a distinct, elite brand in today's marketplace.
I enjoyed the way the information within the book was presented—the content was easy to read and memorable.
The only reason I didn't give this book five stars is because it was somewhat repetitive (a lot of the principles are connected) and some of the examples she used to support her points were a little weak.
That being said, I thought it was an excellent read and I'd recommend this book to any entrepreneurs, small business owners, or marketers who want to build a successful business and brand.
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The Fortune Cookie Principle The 20 Keys to a Great Brand Story and Why Your Business Needs One (Audible Audio Edition) Bernadette Jiwa LLC Gildan Media Books Reviews
I'm sure another 5 star review won't hurt, but as a businessperson and even for a career oriented individual, this is a must have go-to book on your kindle.
My favorite part is a simple sentence the author writes (paraphrasing) if you are looking for a book that will simply earn you an extra buck, pass this one up or get a refund. This book is about telling the story that will make you OR your business an long term enterprise with the end reward being more profits. Because of this, I'd simply state that the author has developed a methodology, explained herein this nice read, to do just that.
A fun read and to reiterate - a must for any entrepreneur, business leader or soloist / freelancer.
This is the second time that I have read this book. I read it several years ago and at that time I wasn't ready for the information that was giving in this book. Now that I have completed my second read of this book my mind and vision for my business is in a more focused place. The questions that any business person need to ask themselves is all in this book.
Have you read any of the writing and ideas by BernadetteJiwa? She writes an insightful blog called The Story of Telling.
I learned about her work through an interview she did on a marketing podcast several months ago. Her thinking intrigued me and Seth Godin recommended her book. Bernadette speaks with clear intention and tells wonderful stories illustrating important marketing lessons. This book has 20 key ideas and insights to help you establish a framework for your brand. And best of all, there is a real fortune of wisdom inside.
I read The Fortune Cookie Principle on my last trip home from California. It is a small book bursting with a core idea that is simple yet profound. Marketers (and companies in general) are so hung up on selling the features of the cookie that they are forgetting to market the magic of their fortune. Think of a fortune cookie. It doesn't taste particularly good but what we are excited about is the fortune inside.
Marketing, when done right is that fortune. It’s the link that emotionally connects and binds us to a brand or a product. It is the activity that goes beyond the description of function and takes you toward emotional connection.
"People don't buy ideas. They buy into how an idea makes them feel."
One of my favorite examples in the book is the story of the humble shopping cart. Mr. Goldman, some 75 years ago had a grocery store in Oklahoma. He noticed that people had a problem carrying their groceries in their hands and he figured if he could help them, they might actually buy more groceries and have a better experience.
Who invented the shopping cart?
So he crafted a little makeshift trolley with a basket and then had a local manufacturer make 100 of them for his store. And what happened, people hated them. They thought that the cart made men feel inadequate and women were already busy pushing baby carriages around. Only older people were using them giving everyone the impression they weren’t for them.
So Mr. Goldman had an idea. He hired men and woman in their 20’s and 30’s to walk around the store using the cart. When a new customer came in, he said, would you like to use one of our new shopping carts, everyone else is? And the rest is history. The marketing idea of having models use the cart was the catalyst to acceptance.
Jiwa explains how the masters of marketing like Steve Jobs understood that people didn’t care about the computer power of his machines, they wanted to be part of the community he described in his ads. Whenever I read this, I know I want to join his tribe.
“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
Pick up a copy of Bernadette's wonderful book. It may help you find your fortune.
It's crazy how powerful brands are. Lots of times I'll favor products from one company over another and I'm not really thinking about it when I do. This book makes you think though -- after reading, I am now much more likely to realize that I'm choosing a brand because of nostalgia, or because I heard one good thing about it from a friend even though I can't recall exactly what that was. Having positive emotions and associations with a brand or product is a significant factor in your willingness to pay for it.
This book provides a lot of interesting examples of how businesses have used their brand story to greatly enhance the success of the business. I recommend it even if you aren't a business owner or marketer, as it's just very interesting to think about.
One word - hope. When you are a small business owner or just starting a new business, you are discouraged by the big budget competitors and you ask yourself if you have any chance at all in this business. Don’t worry, this book gives you hope, by showcasing many successful companies around the world that become leaders in areas nobody think they were needed. Every chapter tell you how people with no money disrupt industry with an idea. No resources just a realistic view that there is a huge demand for their product and services. If you tell the story the right way, people who feel like you will support you and your business. This is not a feel good movie about nice people, the companies described in the book are multimillion dollars business. Must read.
I picked this book up because it had been recommended to me by some of my fellow marketers and because it was on sale.
Needless to say, this book did not disappoint. It went well beyond the 4Ps to show what it really takes to establish a distinct, elite brand in today's marketplace.
I enjoyed the way the information within the book was presented—the content was easy to read and memorable.
The only reason I didn't give this book five stars is because it was somewhat repetitive (a lot of the principles are connected) and some of the examples she used to support her points were a little weak.
That being said, I thought it was an excellent read and I'd recommend this book to any entrepreneurs, small business owners, or marketers who want to build a successful business and brand.
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