The Laws of Brand Storytelling: Win—and Keep—Your Customers’ Hearts and Minds
McGraw-Hill Education (Verlag)
978-1-260-44019-5 (ISBN)
We have been sharing stories from the beginning of human civilization―for good reason. Stories captivate our attention and build communities by bringing ideas, emotions, and experiences to life in a memorable way. This is proving to be an increasingly potent strategy in the era of the connected digital consumer. With consumers more empowered than ever before, your brand isn’t what you say it is anymore, it is what consumers say it is. As a result, capturing customers’ hearts and minds today requires businesses to prioritize emotional connections with customers, to be in the moment, having authentic conversations, to share relevant, inspiring stories that move and motivate people to take action.
How?
By following these laws:
•The Protagonist Laws: Know Who You Are•The Strategy Laws: Understand Your Goals•The Discovery Laws: Find Your Story•The Story-Making Laws: Craft Your Story•The Channel Laws: Share Your Story•The Laws of Engagement: Engage with Your Communities
Packed with inspiring tips, strategies, and stories from two leading marketing innovators, The Laws of Brand Storytelling shows business leaders and marketing professionals the power storytelling has to positively impact and differentiate your business, attract new customers, and inspire new levels of brand advocacy. The authors lay down the law―literally―for readers through a compelling step-by-step process of defining who you are as a brand, setting a clear strategy, sourcing the best stories for your business, and crafting and delivering compelling narratives for maximum effect. Win your customers’ hearts and minds, and you win their business and their loyalty.
Ekaterina Walter has been at the forefront of the digital transformation revolution since its early days. At Intel, she led company-wide social media adoption. She spearheaded marketing and technology innovation as cofounder and CMO of Branderati, which was acquired by Sprinklr, a customer experience management platform. She now helps companies build customer-centric digital transformation strategies. She is the Wall Street Journal bestselling author of Think Like Zuck and the coauthor of The Power of Visual Storytelling. Jessica Gioglio has spent over a decade leading transformative marketing, public relations, and social media programs for best-in-class companies, including Dunkin’ Donuts, TripAdvisor, State Street, Comcast, and Sprinklr. She was named one of the top marketing leaders to follow by LinkedIn, HubSpot, TopRank Online Marketing, the UK’s We Are The City, and more. She is the coauthor of The Power of Visual Storytelling.
Introduction: What is Brand Storytelling?
Chapter 1: The Protagonist Laws: Know Who You Are
The Purpose Law
The Visual Identity Law
The Differentiation Law
The Authenticity Law
The Conflict Law
Chapter 2: The Strategy Laws: Understand Your Goals
The Strategic Blueprint Law
The Collaboration Law
Chapter 3: The Discovery Laws: Find Your Story
The Hero Law
The Actionable Intelligence Law
The Beyond-the-Obvious Law
The Storyteller Law
The Law of Opportunity
Chapter 4: The Story-Making Laws: Craft Your Story
The Consistency Law
The Simplicity Law
The Language Law
The Visual Storytelling Law
The Diversification Law
The Quality Law
The Humor Law
The Urgency Law
The Utility Law
The Ownership Law
The Brand Protection Law
The Optimization Law
Chapter 5: The Channel Laws: Share Your Story
The Personalization Law
The Channel Mix Law
Chapter 6: The Laws of Engagement: Engage with Your Communities
The Response Law
The Surprise and Delight Law
The Law of Humanizing Your Brand
Chapter 7: Oh, One More Law: Make Your Own
Conclusion
Acknowledgments
Notes
Index
| Erscheinungsdatum | 30.10.2018 |
|---|---|
| Verlagsort | OH |
| Sprache | englisch |
| Gewicht | 390 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Allgemeines / Lexika |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-260-44019-2 / 1260440192 |
| ISBN-13 | 978-1-260-44019-5 / 9781260440195 |
| Zustand | Neuware |
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