Miri Rodriguez

Brand Storytelling (eBook, ePUB)

Put Customers at the Heart of Your Brand Story

• Format: ePub

Produktbeschreibung

FINALIST: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award (first edition)

Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by.

Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories.

Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 256
• Erscheinungstermin: 3. Juli 2023
• Englisch
• ISBN-13: 9781398610095
• Artikelnr.: 68280542

Autorenporträt

Miri Rodriguez

Inhaltsangabe

Chapter
01: Brand storytelling: what is it?; Chapter
02: Where do I start? Introduction to Design Thinking; Chapter
03: The magic and magic tricks in story'; Chapter
04: IMC reimagined: building an integrated marketing plan with story; Chapter
05: The brand story hero: putting your customer at the heart of your brand story; Chapter
06: If story is magic, vulnerability is the magic wand; Chapter
07: Ethics in storytelling: when to use your secret weapons; Chapter
08: Immersive storytelling: exploring the story experience; Chapter
09: Your best brand storytellers in the digital age: employees and influencers; Chapter
10: Marketing (actually, testing) your brand story; Chapter
11: Benchmarking your brand story; Chapter
12: The future of brand storytelling: how AI, machine learning and automation can only tell one side of the story; Chapter
13: Villains and antagonists: The bad guys who want to tear down your brand story; Chapter
14: Inspire your brand story: interviews with leading storytellers around the world; Chapter
15: The Storytelling Workbook: Your step
by
step guide to designing brand stories;