The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One.

Written by Bernadette Jiwa
Category: · Business & Money

“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.

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.

Big corporations might have huge budgets but you’ve got a story. Your 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.

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

“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

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