"Stories have been, and still are, the most persuasive tools in the arsenal of human communications. Why? Well there are a lot of reasons that serve as the foundation of a process we now call StoryBranding, and the best among them is that stories clothe truths by not getting in the way of truth. They get around our natural resistance to being sold by not pushing beliefs. Rather, they stimulate and resonate by inviting us to acknowledge beliefs that are already in place. They do this by fascinating us with identifiable characters and by inviting us to empathize with them."

- Jim Signorelli

Whether you are trying to sell a branded product, service or yourself, critics are saying "StoryBranding is a must read."

In StoryBranding Jim Signorelli provides plenty of real-world examples of how marketers have both succeeded and failed in light of his findings, which are based on 3 years worth of research on storytelling and story structure. As the CEO of ESW Partners, a marketing company based in Chicago, Jim has led the company to being awarded to the Inc. 5000 list for three years straight. Crain’s Chicago Business magazine has cited ESW StoryLab as one of the top agencies in Chicago. And Jim is the recipient of U.S. Bank's Smart Leader Award. He is a regular guest of radio shows throughout the country and his articles have appeared in numerous national publications. Jim is also available for speaking engagements.

Here are just some of the things you'll learn in StoryBranding

• Why the old way of feature/benefit marketing is not enough anymore.
• How and where to find your brand's story.
• Why brand marketing sometimes costs more than it returns.
• They myth behind mission statements.
• How to turn parity into preference.
• How to attract customers who will do your advertising for you.