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Intro -- Title -- Copyright -- Table of Contents -- Acknowledgments -- CHAPTER 1 What Is a Signature Story? -- CHAPTER 2 Sets of Signature Stories -- CHAPTER 3 Signature Stories Create Brand Visibility and Energy -- CHAPTER 4 Signature Stories Persuade -- CHAPTER 5 Higher-Purpose Signature Stories Inspire -- CHAPTER 6 Signature Story Audiences -- CHAPTER 7 Sourcing Signature Stories -- CHAPTER 8 What Makes a Signature Story Strong? -- CHAPTER 9 Your Professional Signature Stories-Understanding Yourself -- EPILOGUE 12 Takeaways -- About the Author -- ENDNOTES -- INDEX.

Includes bibliographical references (pages 194-198) and index

"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only--making competitors irrelevant"--