… The writing itself makes for good storytelling both in anecdotal examples and overall instruction." () The authors lay out four basic elements (message, conflict, characters, plot) and give simple explanations for what each of these entail. "While a good story can be a strong persuader, it’s not immediately clear what makes it good or even how to construct one. This book is the first step on that long journey." (Kevin Kelly, Founder and Editor-at-Large, Wired Magazine) "It's a big deal to compress your company's story into a brand. "Check 'Em Out! (.) it's a detailed guide to the creation of powerful sagas that move customers to engage the brand." (Tom Peters, Management guru and CEO, Tom Peters Company) "One of the very best marketing books of the year" (Seth Godin, Bestselling author and Marketing expert) "The book carries branding to the next step, which is storytelling." (Philip Kotler, Marketing guru and Professor, Kellogg School of Management Northwestern University)
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