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Author: Miri Rodriguez
Publisher: Kogan Page Publishers
ISBN: 1398610097
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
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.
Author: Miri Rodriguez
Publisher: Kogan Page Publishers
ISBN: 1398610097
Category : Business & Economics
Languages : en
Pages : 257
Get Book Here
Book Description
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.
Author: S M A Moin
Publisher: Springer Nature
ISBN: 3030590852
Category : Business & Economics
Languages : en
Pages : 113
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Book Description
Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
Author: S M A Moin
Publisher: Taylor & Francis
ISBN: 1040094597
Category : Business & Economics
Languages : en
Pages : 173
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Book Description
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.
Author: Mih?e?, Lorena Clara
Publisher: IGI Global
ISBN: 1799866076
Category : Language Arts & Disciplines
Languages : en
Pages : 467
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Book Description
Stories are everywhere around us, from the ads on TV or music video clips to the more sophisticated stories told by books or movies. Everything comes wrapped in a story, and the means employed to weave the narrative thread are just as important as the story itself. In this context, there is a need to understand the role storytelling plays in contemporary society, which has changed drastically in recent decades. Modern global society is no longer exclusively dominated by the time-tested narrative media such as literature or films because new media such as videogames or social platforms have changed the way we understand, create, and replicate stories. The Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines is a comprehensive reference book that provides the relevant theoretical framework that concerns storytelling in modern society, as well as the newest and most varied analyses and case studies in the field. The chapters of this extensive volume follow the construction and interpretation of stories across a plethora of contemporary media and disciplines. By bringing together radical forms of storytelling in traditional disciplines and methods of telling stories across newer media, this book intersects themes that include interactive storytelling and narrative theory across advertisements, social media, and knowledge-sharing platforms, among others. It is targeted towards professionals, researchers, and students working or studying in the fields of narratology, literature, media studies, marketing and communication, anthropology, religion, or film studies. Moreover, for interested executives and entrepreneurs or prospective influencers, the chapters dedicated to marketing and social media may also provide insights into both the theoretical and the practical aspects of harnessing the power of storytelling in order to create a cohesive and impactful online image.
Author: Jack Murray
Publisher: Houndstooth Press
ISBN: 9781544524849
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
You have a great product or service, but people aren't responding to your marketing-or your message. You're brimming with enthusiasm, but you don't know how to spread the word. You need a story. Driven by real-life stories and case studies, The Magic Slice is a clarion call for anyone who needs to find their own Magic Slice-that unique place where what you want to say is exactly what your audience wants to hear. Learn to apply the Six-Step Magic Slice Process. Unlock your creativity and practice it every day. Discover the science behind storytelling that will make you a magnetic communicator. Walk step by step through the process of coming up with a story idea, applying key story elements, and structuring your story to give it impact. Whether you're a founder, CEO, or communications manager, The Magic Slice is the missing element that can transform your message into a compelling story.
Author: Emmanuel Mogaji
Publisher: Springer Nature
ISBN: 3030661199
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
Author: Klaus Fog
Publisher: Springer Science & Business Media
ISBN: 3540271163
Category : Business & Economics
Languages : en
Pages : 235
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Book Description
Must-read for managers on a powerful branding tool of the future. Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools. Recommended by managers of top international firms. Covers both the internal and external benefits of storytelling for a business company. Danish version sold more than 2000 copies.
Author: Joshua Glenn
Publisher: Fantagraphics Books
ISBN: 1606995251
Category : Fiction
Languages : en
Pages : 258
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Book Description
100 EXTRAORDINARY STORIES ABOUT ORDINARY THINGS SIGNIFICANT OBJECTS: A Literary and Economic Experiment Can a great story transform a worthless trinket into a significant object? The Significant Objects project set out to answer that question once and for all, by recruiting a highly impressive crew of creative writers to invent stories about an unimpressive menagerie of items rescued from thrift stores and yard sales. That secondhand flotsam definitely becomes more valuable: sold on eBay, objects originally picked up for a buck or so sold for thousands of dollars in total — making the project a sensation in the literary blogosphere along the way. But something else happened, too: The stories created were astonishing, a cavalcade of surprising responses to the challenge of manufacturing significance. Who would have believed that random junk could inspire so much imagination? The founders of the Significant Objects project, that’s who. This book collects 100 of the finest tales from this unprecedented creative experiment; you’ll never look at a thrift-store curiosity the same way again. FEATURING ORIGINAL STORIES BY: Chris Adrian • Rob Agredo • Kurt Andersen • Rachel Axler • Rob Baedeker • Nicholson Baker • Rosecrans Baldwin • Matthew Battles • Charles Baxter • Kate Bernheimer • Susanna Breslin • Kevin Brockmeier • Matt Brown • Blake Butler • Meg Cabot • Tim Carvell • Patrick Cates • Dan Chaon • Susanna Daniel • Adam Davies • Kathryn Davis • Matthew De Abaitua • Stacey • D'Erasmo • Helen DeWitt • Doug Dorst • Mark Doty • Ben Ehrenreich • Mark Frauenfelder • Amy Fusselman • William Gibson • Myla Goldberg • Ben Greenman • Jason Grote • Jim Hanas • Jennifer Michael Hecht • Sheila Heti • Christine Hill • Dara Horn • Shelley Jackson • Heidi Julavits • Ben Katchor • Matt Klam • Wayne Koestenbaum • Josh Kramer • Kathryn Kuitenbrouwer • Neil LaBute • Victor LaValle • J. Robert Lennon • Jonathan Lethem • Todd Levin • Laura Lippman • Mimi Lipson • Robert Lopez • Joe Lyons • Sarah Manguso • Merrill Markoe • Tom McCarthy • Miranda Mellis • Lydia Millet • Maud Newton • Annie Nocenti • Stephen O’Connor • Stewart O’Nan • Jenny Offill • Gary Panter • Ed Park • James Parker • Benjamin Percy • Mark Jude Poirier • Padgett Powell • Bob Powers • Todd Pruzan • Dan Reines • Nathaniel Rich • Peter Rock • Lucinda Rosenfeld • Greg Rowland • Luc Sante • R.K. Scher • Toni Schlesinger • Matthew Sharpe • Jim Shepard • David Shields • Marisa Silver • Curtis Sittenfeld • Bruce Sterling • Scarlett Thomas • Jeff Turrentine • Deb Olin Unferth • Tom Vanderbilt • Matthew J. Wells • Joe Wenderoth • Margaret Wertheim • Colleen Werthmann • Colson Whitehead • Carl Wilson • Cintra Wilson • Sari Wilson • Douglas Wolk • John Wray
Author: Donald Miller
Publisher: HarperCollins Leadership
ISBN: 1400248884
Category : Business & Economics
Languages : en
Pages : 303
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Book Description
When you apply the StoryBrand framework your brand will stand out. Developing that framework to clarify your message and grow your business is about to get a whole lot simpler. . . Since the original publication of Building a StoryBrand, over one million business leaders have discovered Donald Miller's powerful StoryBrand framework, and their businesses are growing. Now, the classic resource for connecting with customers has been fully revised and updated, making it an even more powerful tool to prepare you to engage customers. In a world filled with constant, on-demand distractions, it has become very hard for business owners to effectively cut through the noise to reach their customers. Without a clear, distinct message, customers will not understand what you can do for them and won't engage. In Building a StoryBrand 2.0, Donald Miller not only deepens his teaching on how to use his seven universal story elements—he'll provide you with one of the most powerful and cutting-edge tools to help with your brand messaging efficacy and output. The StoryBrand framework is a proven process that has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Now you can have access to the perfected version, making it more essential. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand 2.0 will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Author: Yilmaz, Recep
Publisher: IGI Global
ISBN: 1522597913
Category : Business & Economics
Languages : en
Pages : 436
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Book Description
Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.
