Autorentext

Juuso Kalliala is a seasoned marketing communications professional with over 20 years of experience. He built a long career as a copywriter in various advertising agencies in Finland, including international network agencies such as BBDO Helsinki, Wunderman Thompson, and TBWA\Helsinki. For the past five years, he has served as a Creative Lead at Finland's largest company, S Group. He is a passionate brand storyteller who enjoys all kinds of narratives. A dedicated reader, he immerses himself in literature daily, primarily fiction. Lately, like so many others, he has been concerned about the polarization of the world and the troubling developments for humanity, even in Western democracies.

Klappentext

Rational Madness: The Essence of Brand Storytelling is a book for marketing professionals who want to bring their brand to the heart of the conversation and to the center of attention. This book dives into the essence of influence and demonstrates, through concrete examples, that successful (brand) storytelling is always deeply rooted in psychology and in understanding people's deepest motivations. Above all, this book is a tribute to creativity and storytelling. Humanity itself is a story, and we live through stories. Rational Madness is more relevant than ever, as carefully crafted narratives are currently shaping the fate of humankind. We rise and fall by the power of narrative. That's why this is not just a book about marketing; it's a book that believes brands can have an impact on the future of humanity.