True story: how to combine story and action to transform your business
Auteur :
Montague, Ty
Éditeur :
Harvard Business Review Press
ISBN :
9781422170687
Date de publication :
16 juil. 2013
Dimensions :
23,4 x 15,5 cm
Poids :
453 g
Format :
Cloth over boards
Langue :
Anglais
Pays d'origine :
USA
All of today's indicators show that consumers are not interested in what you tell them they need. Instead, they want to know what you stand for, what your business stands for, why you do what you do, and most importantly - what you can help them become. This is a guide to first uncovering and then articulating your firm's authentic brand story.