Overview

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.

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"""Full of inspiring stories about what makes businesses unique (and successful) in today's supersaturated markets."" -- ""David Airey, author of 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"" ""It's so easy to over-complicate what great brands and new businesses need to do to resonate with their consumers. The simple questions asked in this book help you to demystify that process."" -- ""Wendy Wilson Bett, cofounder of Peter's Yard"" ""The wisdom in this book is better than any fortune. Read and apply!"" -- ""Chris Guillebeau, New York Times bestselling author of $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 of Return on Influence"" ""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."" -- ""Joe Pulizzi, founder of Content Marketing Institute"""

Author Information

Bernadette Jiwa is the 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. Bernadette Jiwa is the 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.

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