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Brand Storytelling: Put Customers at the Heart of Your Brand Story

Brand Storytelling: Put Customers at the Heart of Your Brand Story

Authors
Publisher Kogan Page Ltd
Year 03/03/2020
Pages 232
Version paperback
Readership level College/higher education
ISBN 9780749490478
Categories Business communication & presentation, Sales & marketing, Advertising, Public relations
$28.53 (with VAT)
107.00 PLN / €23.57 / £20.40
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Book description

WINNER: NYC Big Book Award 2020 - Sales and Marketing category WINNER: The Stevie Awards 2020 - 'Book of the Year' Silver award, Women in Business category Written by the award-winning storyteller Miri Rodriguez at Microsoft, this actionable guide goes beyond content strategy and, instead, demonstrates how to leverage brand storytelling in the marketing mix to strengthen brand engagement and achieve long-term growth, with advice from brands like Expedia, Coca Cola, McDonalds, Adobe and Google. 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. Simplifying where to begin, how to benchmark success and ensure a consistent brand voice throughout every department, this book clearly shows how readers can align an emotive connection with the customer's personal values, experiences and aspirations, and how that will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for the long-term, rather than simply trying to win it. 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.

Brand Storytelling: Put Customers at the Heart of Your Brand Story

Table of contents

Chapter - 00: Introduction: The science and art of storytelling;
Chapter - 01: Brand storytelling: What is it?;
Chapter - 02: Where do I start?;
Chapter - 03: The magic (and magic tricks) in storytelling;
Chapter - 04: IMC Reimagined: Building an integrated marketing plan with story;
Chapter - 05: The brand story hero: Put your customers 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 weapon;
Chapter - 08: Immersive storytelling: Exploring the story experience;
Chapter - 09: Your best brand storytellers: Employees and influencers;
Chapter - 10: Marketing (actually, testing) your brand story;
Chapter - 11: Benchmarking your brand story;
Chapter - 12: Villains and antagonists: The bad guys who want to tear down your brand story;
Chapter - 13: The future of brand storytelling: How AI, machine learning and automation can tell only one side of the story;
Chapter - 14: Inspire your brand story: Interviews with leading storytellers around the world;
Chapter - 15: Further reading;
Chapter - 16: Index

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