This title reinvents the branding process with new analytical tools based on the time-tested skills of the storyteller. In five clear steps, Jim Signorelli shows marketers how to develop brand-planning documents that have much more punch than traditional creative briefs. Signorelli includes sample "I AM Statements" and "Story Briefs" that dramatically illustrate the benefits of using storytelling to establish brands. The author takes a brand-first approach to market analysis, encouraging marketers to understand the truth behind their brands before they begin deep analysis of the prospect. Entertaining illustrations add impact to the author's message, and case studies show how his strategies have boosted brands in a real-world context. Signorelli knows branding from the inside out. With decades of experience in all phases of advertising and marketing, he has helped hundreds of clients create successful brands.