"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
Why would a 30-year advertising veteran say that most advertising is a waste of time and money?
Having worked on many famous brands, Jim Signorelli has found that In order for advertising to work, the brand being promoted must first work the way a good story works, with a unique plot and an authentic theme that resonates with prospects. The most successful brands do. Most brands don't. In StoryBranding, Signorelli shows how brands, of all types, excavate and take advantage of their oft-hidden story potential. If you have or are a brand, critics are saying, "this is a must read."
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 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.