Brand Storytelling

Keith A. Quesenberry is associate professor of marketing at Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent seventeen years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, Exxon Mobil, PNC, Campbell’s and Hershey. Quesenberry is author of Social Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution. Michael K. Coolsen is professor of marketing at Shippensburg University and an award-winning researcher and consultant. A social scientist and expert in data analysis, he has spent his career researching consumer behavior. Prior to his work in academia, he was a senior project director of marketing research at Arbor, Inc. (since merged into GfK Custom Research). His research has appeared and been published in Psychology Today, Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory and Practice, International Journal of Integrated Marketing Communications.

About the Authors

Introduction

Part I: Why Story Matters and the Story Formula

Chapter 1: Point of View: Storytelling Perspectives

1.1 Michelle Phan Storytelling Influencer

1.2 Storytelling in the News

1.3 The Science Behind Storytelling

1.4 Storytelling in Professional Practice

1.5 Case: Microsoft’s Chief Storyteller

Questions and Exercises

Key Concepts

Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag

2.1 Sir Ernest Shackleton Ad

2.2 Aristotle’s Theory of Drama

2.3 Shakespearean Plays and Freytag’s Pyramid

2.4 Campbell’s Hero’s Journey and Hamon’s Story Circle

2.5 Five-Act Advertising Campaigns

2.6 Case: Apple’s Get a Mac

Questions and Exercises

Key Concepts

Chapter 3: Dramatic Brands: From Form To Function

3.1 Simon Sinek’s Start with Why

3.2 Inside Out Marketing

3.3 Brand and Buyer Story

3.4 Brand and Buyer identity

3.5 Case: Patagonia’s Consumers Don’t Always Consume

Questions for Consideration

Questions and Exercises

Part II: Foundations of IMC Storytelling

Chapter 4: Set the Stage: Marketing, IMC, and Media

4.1 Philip Kotler’s Four Ps and Don Schultz’s IMC

4.2 Understanding the Marketing Mix

4.3 Identifying IMC Touchpoints

4.4 Planning the Media Mix

4.5 Case: Gatorade isn’t Hydration for Everyone

Questions and Exercises

Key Concepts

Chapter 5: POV: Consumer Insight and Creative Brief

5.1 Carol Williams POV and The Three Rs of Influence

5.2 Uncovering Insights

5.3 Write the Creative Brief

5.4 Develop the Creative Idea

5.5 Case: Snickers’ You’re Not You When You’re Hungry

Questions and Exercises

Key Concepts

Part III: Stories for Different Mediums

Chapter 6: Sound and Motion: TV Ads, Video, and Radio

6.1 Rosser Reeves USP and Bill Bernbach’s Creative Revolution

6.2 Brand Stories in TV Ads

6.3 Brand Stories in Online Video

6.4 Brand Stories in Radio

6.5 Case: Motel 6 Leaves the Light on For You

Questions and Exercises

Key Concepts

Chapter 7: The New Page: Magazine, Newspaper, and Out-of-Home

7.1 Mary Wells Laurance’s Copywriting and Helmet Krone’s Art Direction

7.2 Brand Stories in Print

7.3 Brand Stories in Magazines

7.4 Brand Stories in Newspaper & Out-of-Home

7.5 Case: Chick-fil-A’s Cows

Questions and Exercises

Key Concepts

Chapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing

8.1 Lester Wunderman’s Direct Selling and Jay Baer’s Youtility

8.2 Brand Stories with Direct Marketing

8.3 Brand Stories with Digital Marketing

8.4 Brand Stories with Experiential Marketing

8.5 Case: Taco Bell Hotel

Questions and Exercises

Key Concepts

Chapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing

9.1 Edward Bernays P.R. and Gini Dietrich’s Spin Sucks.

9.2 Brand Stories in Public Relations

9.3 Brand Stories in Social Media

9.4 Brand Stories in Influencer Marketing

9.5 Case: Crockpot Firestorm

Questions and Exercises

Key Concepts

Part IV: Getting the Story into the World

Chapter 10. Selling the Drama: Final Plans and Pitches

10.1 Abraham Lincoln and Martin Luther King Jr.

10.2 The IMC Plan Book

10.3 The IMC Plan Outline

10.4 The IMC Pitch

10.5 Case: The IMC Plan As A Story

Questions and Exercises

Key Concepts

Chapter 11. Stories Well Told: Legal and Ethical Marketing Communications.

11.1 JFK’s Consumer Bill of Rights and Frances Haugen’s Call for Regulation

11.2 Keeping Brand Stories Legal

11.3 Keeping Brand Stories Ethical

11.4 Professional Ethics

11.5 Case: Kellogg’s False Cereal Ad Claims

Questions and Exercises

Key Concepts

Chapter 12. Stories That Work: Research and Analytics for Communications.

12.1 Urchin Software, Google Analytics, and Bernard Marr’s KPQs

12.2 Descriptive Analytics for IMC

12.3 Predictive Analytics for IMC

12.4 Prescriptive Analytics for IMC

12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials

Questions and Exercises

Key Concepts

Index

Glossary