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Story Branding 2.0Stock informationGeneral Fields
Special Fields
DescriptionWho is that masked brand? This is the second edition of the award winning, best selling book that has sparked enthusiasm among marketing luminaries, CEOs, entrepreneurs, and personal branding advocates. In this book, Jim Signorelli, a 30-year veteran of major branding campaigns, challenges the myth that causes brands to hide behind a mask of ineffective artificiality. It is the myth that pushes brands to be something they are not, or something they simply will never become. It is the long-standing myth that the customer is King. Every year, brands spend billions of dollars fashioning their identities in order to walk, talk, and act the way customers want them to. Much like the insincere politician who merely manufactures his or her identity to gain votes, motives become transparent, especially as information sharing opportunities gain traction. The truth about any brand is its foundational story. It is the one about universal beliefs and values that customers will readily identify with. It is the one that is propelled by a brands internal cause that is passionately and irrevocably adhered to. Unfortunately, many brands are not in touch with who they are. Author descriptionAfter earning a number of awards as a copywriter, Jim Signorelli began a client management career that saw him working on accounts ranging from high tech to fast food, on both coasts and in the Midwest. He has served as senior VP at Ayer, the first advertising agency in the U.S., as well as senior VP at W B Doner and Lois / EJL. Using his vast experience and solid client relationships, he founded ESW Partners ten years ago, with three people. Today, ESW is one of the twenty largest agencies in Chicago. |