Strategic Planning

The Fortune Cookie Principle: The 20 keys to a great brand by Bernadette Jiwa

Posted On March 23, 2017 at 12:06 pm by / Comments Off on The Fortune Cookie Principle: The 20 keys to a great brand by Bernadette Jiwa

By Bernadette Jiwa

"This can be the following e-book you learn. pressing, leveraged and valuable, it is going to switch your small business like not anything else." SETH GODIN —Author The Icarus Deception

It's now not how reliable you're. it really is how good you inform your story.

Big organizations may have large advertising and marketing and ads budgets yet you’ve obtained a narrative. Your model tale is not just what you inform humans. it really is what they suspect approximately you in response to the signs your model sends. 'The Fortune Cookie precept' is a model construction framework and conversation approach such as 20 keys that assist you start telling your brand’s tale from the interior out. It’s the basis upon which you could differentiate your model and make emotional connections with the type of consumers and consumers you need to serve.

The so much winning manufacturers on the earth don’t behave like commodities and neither in case you. an excellent model tale will make you stand out, raise model know-how, create purchaser loyalty and tool earnings. is not it time to gave your consumers a narrative to inform? 'The Fortune Cookie precept' will convey you how.


"It's really easy to overcomplicate what nice manufacturers and new companies have to do to resonate with their shoppers. the easy questions requested during this publication assist you to de-mystify that approach. It encourages you to imagine past what you do to why you do it and why that issues on your consumers. Had this been to be had while i used to be riding revenues and advertising and marketing functions in my earlier company existence at Cadbury Schweppes, this is able to were advised interpreting. Now i am an entrepreneur I easily observe those rules each day."

Wendy Wilson Bett—Co-Founder Peter's Yard

"Yes, you would like a superb product, yet with no compelling tale, luck is unbelievable. The 'Fortune Cookie precept' is an easy-to-read consultant that may aid any marketer or company proprietor start to ask the ideal questions on the tales they inform. Bernadette comprises dozens of examples and inquiries to get your storytelling send within the correct order. let's accept it...telling compelling tales to draw and preserve buyers isn't really effortless. such a lot model retailers should not nice storytellers. This booklet provides you with a brand new standpoint in your advertising and marketing, and assist you flow from speaking approximately your self to conversing approximately issues your buyers really care approximately. Then, and purely then, will your advertising truly paintings in modern consumer-led economy."

Joe Pulizzi—Founder content material advertising and marketing Institute

"The knowledge during this ebook is healthier than any fortune. learn and apply!"

Chris Guillebeau—Author $100 Startup

“This publication is an suggestion. Bernadette ignites real-world event with a real ardour for assisting companies movement to the following level.”

Mark Schaefer—Author go back on Influence

"Full of inspiring tales approximately what makes companies detailed (and winning) in contemporary supersaturated markets."

David Airey —Author paintings For funds, layout For Love.

“If you are a person who cares approximately why you do what you do and the way you do it, this e-book is for you.”

Tina Roth Eisenberg—Founder of Tattly

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Extra info for The Fortune Cookie Principle: The 20 keys to a great brand story and why your business needs one.

Example text

As of February 2013, over 10 million nights have been booked in 192 countries. Airbnb has over 300,000 listings worldwide in 33,000 cities. More than 600 million social connections have happened because of the founders’ vision. ” —Joe Gebbia, co-founder, Airbnb IT ALL STARTED WITH A BIRTHDAY PARTY For ten years, Scott Harrison had made his living as a nightclub promoter in New York City. At twenty-eight, he had a Rolex, a grand piano in his apartment, and a girlfriend who appeared on billboards and in magazines.

The story is a complete picture made up of facts, feelings, and interpretations, which means that part of your story isn’t even told by you. Everything you do, from the colours and texture of your packaging to the staff you hire, is part of your brand story, and every element of it should reflect the truth about your brand back to your audience. If you want to build a successful, sustainable business, a brand that will garner loyalty and, if you’re lucky, become loved, you have to start with your story.

What can you do that nobody else can do? How is your business unique? No company can make a building system quite like Lego’s. Hiut Denim has craftsmen and -women with decades of skill under their belts. How about you? How are you making sure that your business stays true to your purpose? Do your employees know and understand what that purpose is and how it should affect how they go about everything they do? How does doing business with you make your customers feel? Do you want them to feel proud to wear or consume your product, happy to contribute to something that’s bigger than themselves, more inspired to do the things they’ve dreamed of, or something else?

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