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Brand Storytelling (PDF eBook)

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BRAND STORYTELLING (PDF EBOOK)

EBOOK by Rodriguez, Miri;
ISBN
9780749490539
IMPRINT
KOGAN PAGE
 
 
EDITION
PUBLISHER
KOGAN PAGE
FOR DELIVERY
DOWNLOAD NOW
FORMAT
EBOOK
PAGES
232 pages
PUBLICATION DATE
3 MAR 2020

DESCRIPTION

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. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It 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. Written by the award-winning storyteller Miri Rodriguez at Microsoft, Brand Storytelling is a clear, actionable guide that goes beyond content strategy, simplifying where to begin, how to benchmark success and ensuring a consistent brand voice throughout every department. Inspiring with interviews, advice and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google, it clarifies why machine-learning, AI and automation only tell one side of the story. Aligning an emotive connection with the customer's personal values, experiences and aspirations will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for long-term growth, rather than trying to win it.

CONTENTS

Chapter - 01: What is brand storytelling and why is it important?; Chapter - 02: Brand, business, customer? Where to begin in building your brand story; Chapter - 03: The five essential elements to humanize your brand through storytelling; Chapter - 04: Assessing and dismantling your current brand story to redesign a customer-led narrative; Chapter - 05: Shifting the role of your brand from hero to sidekick in your brand story, giving your customer the starring role; Chapter - 06: Bring your story to life with the sixth storytelling element - Passion; Chapter - 07: How to integrate brand storytelling into your marketing mix; Chapter - 08: Embracing dark social, immersive and data-driven storytelling; Chapter - 09: Why 'personal branding' your leaders is a key pillar of brand storytelling success; Chapter - 10: The power of advocacy - Using employees and influencers to celebrate your story; Chapter - 11: Inspire your brand story - Interviews with leading storytellers around the world; Chapter - 12: How to align and integrate brand storytelling into every department; Chapter - 13: Benchmarking and measurement - How do you know your brand storytelling is working?; Chapter - 14: The future of brand storytelling - How machine, AI and automation can only tell one side of the story