- Tapa blanda: 184 páginas
- Editor: Createspace Independent Pub (11 de junio de 2013)
- Idioma: Inglés
- ISBN-10: 1489583947
- ISBN-13: 978-1489583949
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
- Clasificación en los más vendidos de Amazon: nº123.971 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
The Fortune Cookie Principle: The 20 keys to a great brand story and why your business needs one. (Inglés) Tapa blanda – 11 jun 2013
|Nuevo desde||Usado desde|
Los clientes que compraron este producto también compraron
Descripción del producto
Reseña del editor
"This should be the next book you read. Urgent, leveraged and useful, it will change your business like nothing else." SETH GODIN —Author The Icarus Deception
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 gave your customers a story to tell? 'The Fortune Cookie Principle' will show you how.
ADVANCE PRAISE FOR THE FORTUNE COOKIE PRINCIPLE
"It's so easy to overcomplicate what great brands and new businesses need to do to resonate with their consumers. The simple questions asked in this book help you to de-mystify that process. It encourages you to think beyond what you do to why you do it and why that matters to your customers. Had this been available when I was driving Sales and Marketing Capabilities in my past corporate life at Cadbury Schweppes, this would have been recommended reading. Now I'm an entrepreneur I simply apply these principles each and every day."
Wendy Wilson Bett—Co-Founder Peter's Yard
"Yes, you need a great product, but without a compelling story, success is improbable. The 'Fortune Cookie Principle' is an easy-to-read guide that will help any marketer or business owner begin to ask the right questions about the stories they tell. Bernadette includes dozens of examples and questions to get your storytelling ship in the right order. Let's face it...telling compelling stories to attract and retain customers is not easy. Most brand marketers are not great storytellers. This book will give you a new perspective on your marketing, and help you move from talking about yourself to talking about things your customers actually care about. Then, and only then, will your marketing actually work in today's consumer-led economy."
Joe Pulizzi—Founder Content Marketing Institute
"The wisdom in this book is better than any fortune. Read and apply!"
Chris Guillebeau—Author $100 Startup
“This book is an inspiration. Bernadette ignites real-world experience with a true passion for helping businesses move to the next level.”
Mark Schaefer—Author Return on Influence
"Full of inspiring stories about what makes businesses unique (and successful) in today's supersaturated markets."
David Airey —Author Work For Money, Design For Love.
“If you're someone who cares about why you do what you do and how you do it, this book is for you.”
Tina Roth Eisenberg—Founder of Tattly
Biografía del autor
Bernadette Jiwa is the #1 Bestselling Author of 'Make Your Idea Matter' and was voted Australia's Best Business Blogger in 2012. She works as a brand strategist with entrepreneurs from around the world, showing them how to differentiate and add value to their businesses by telling a better brand story. You can find her at www.TheStoryofTelling.com
No es necesario ningún dispositivo Kindle. Descárgate una de las apps de Kindle gratuitas para comenzar a leer libros Kindle en tu smartphone, tablet u ordenador.
Obtén la app gratuita:
Detalles del producto
Si eres el vendedor de este producto, ¿te gustaría sugerir ciertos cambios a través del servicio de atención al vendedor?
Opiniones de clientes
|5 estrellas (0%)|
|4 estrellas (0%)|
|3 estrellas (0%)|
|2 estrellas (0%)|
|1 estrella (0%)|
Opiniones de clientes más útiles en Amazon.com
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.
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.
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.
Product - Meaning = Commodity
Product + Meaning = Brand
In a world flooded with commodities, price competition, design competition, down scaling, blah blah blah - your value is your story.
If you're wondering why you spent $1,000 on Facebook advertising and another $10,000 on a billboard promotion and didn't get any traction - this book is what you NEED.
Flooded with stories and strong references to brands and books where you can go on to learn even more.
If you're thinking of a weekend workshop for your business, get this book and get yourself to a quiet place and tackle her questions.
It's changed my business and I KNOW, it will change yours. For the better.
PS - did you know that the AirBnb website was originally developed in 24 hours?
:) highly recommended.