Signorelli, Jim
Jim Signorelli
After earning a number of awards as a copywriter, Jim Signorelli began a client management career that saw him working on accounts ranging from high tech to fast food, on both coasts and in the Midwest. He has served as senior VP at Ayer, the first advertising agency in the U.S., as well as senior VP at W.B.Doner and Lois/EJL. Using his vast experience and solid client relationships, he founded ESW Partners ten years ago, with three people. Today, ESW is one of the twenty largest agencies in Chicago.
StoryBranding shows how the principles of story can give brands more meaning
In six 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 “StoryBriefs” that dramatically illustrate how his StoryBranding approach can develop brands that customers will insist on buying relative to competitive alternatives.
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 messag, and there are plenty of examples of how the principles of story have helped some brands far out-do competitors.
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.