Brand Storytelling - Miri Rodriguez

Brand Storytelling

Put Customers at the Heart of Your Brand Story

(Autor)

Buch | Hardcover
232 Seiten
2020
Kogan Page Ltd (Verlag)
978-1-78966-058-6 (ISBN)
79,95 inkl. MwSt
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Engage consumers through emotive storytelling to humanize your brand and achieve business growth, by positioning the customer at the heart of your brand story.
WINNER: Independent Press Award 2021 - Marketing & Public Relations category
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.

Miri Rodriguez is an award-winning storyteller and creative journalist at Microsoft. She is a renowned keynote speaker and international thought leader in brand storytelling, personal branding and youth entrepreneurship. Her previous clients include Adobe, Discover, Walmart and McKesson.

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

Erscheinungsdatum
Verlagsort London
Sprache englisch
Maße 165 x 240 mm
Gewicht 600 g
Themenwelt Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
ISBN-10 1-78966-058-0 / 1789660580
ISBN-13 978-1-78966-058-6 / 9781789660586
Zustand Neuware
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