A signature story line is a fascinating, genuine, involving narrative with a strategic message that enables a firm to grow by clarifying or accentuating its brand, customer relationships, organization, and/or the company strategy.
Signature stories spot light on a crucial asset that can be leveraged over time and which can provide direction and inspiration inside and outside the firm. Obtain publicity for, value, the challenges are to find, and give legs to signature story lines.
PUBLICATION DATE: May 09, 2016 PRODUCT #: CMR620-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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