The Hook

The Hook

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Krevolin, Richard The Career Press, Inc., 2016 Audio summary available
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IN THIS SUMMARY

Storytelling has always been a universally valuable and effective means of connecting with others. It is an excellent method for sharing and recalling information, motivating and inspiring people, and gaining the loyalty of others, yet companies seldom use it as a resource. In The Hook, Richard Krevolin demonstrates why companies must move beyond bottom-line statistics, product features, and the broadcast model of marketing and instead craft brand narratives for today's environment of hyper-connectivity. By using these narratives to connect to people's emotions and values, today's companies can attract and retain the loyalty of consumers.