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The Fortune Cookie Principle

The 20 Keys to a Great Brand Story and Why Your Business Needs One

By Bernadette Jiwa
10-minute read
Audio available
The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One by Bernadette Jiwa

The Fortune Cookie Principle (2013) is a practical guide to building a successful brand through powerful storytelling, a compelling vision and a clear purpose. These blinks explain how to tie your product to the meaning that potential customers seek.

  • Entrepreneurs and business owners
  • Marketing and communications strategists

Bernadette Jiwa is an Australian brand storytelling and marketing expert. She has written a number of bestselling books including Make Your Idea Matter and Marketing: A Love Story and blogs at

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