Nonfiction Book Award Status: Gold
Author Name: Jim Signorelli
Why would a 30-year veteran of the advertising industry say that most advertising is a waste of money?
Having worked on many famous brands as an advertising executive, Jim Signorelli has firsthand knowledge of how much time, energy, and money is being wasted on advertising and brand marketing. “It’s readily apparent that people like to buy, but they don’t like to be sold,” says Jim. “Then why do we feel it is so important to push, to prod, and to brag about features and benefits?”
Faced with this question, Jim studied highly successful brands and people. What made them successful is only somewhat related to performance. What made them successful are the empowering stories their audiences willingly attached to them. Drawing from the principles of story, Jim then developed a model that has helped both brands and people become more persuasive.
Many books talk about the power of storytelling as a persuasion device, but this is not one of them. Jim believes it’s more important to become a story than to tell one. And he shows how it can be done for all brands, big or small, for any product or service.
StoryBranding is applicable to personal branding as well. “If you have a birth certificate, you are a brand,” he says. An easy, entertaining, and educational read, this revolutionary book on branding has been called “a must read” by critics and marketers across the globe.
Jim Signorelli is a marketing thought leader and speaker who has been acclaimed as one of the world’s foremost experts on the subject of StoryBranding. Signorelli’s articles and interviews have been featured in magazines, in newspapers, and on radio talk shows throughout the United States, Canada, Europe and Asia. His career has been spent working at major advertising agencies throughout the U.S. on accounts like Citibank, General Electric, Toshiba, Kraft Foods, Burger King, KFC, Taco Bell, The American Marketing Association and many others.
In 1999, Jim founded eswStoryLab, which has been cited as one of the top 25 advertising agencies in Chicago by Crain’s Chicago Business and has been named to the Inc. 5000 list of fastest growing companies in the U.S. for three straight years. Jim is also the recipient of U.S. Banks Smart Leader’s Award. Jim’s first edition of StoryBranding was awarded a Gold Medal Axiom Award. This edition of StoryBranding has been awarded first place in the International Book Awards.
Jim lives with his wife in Evanston, Illinois.