Learn how to engage consumers through emotive storytelling to humanize your brand and achieve business growth.

FINALIST: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award (first edition) Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. 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. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling 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. 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.

New to this edition: Inclusion of new trends in storytelling, future of brand storytelling as well as a brand new 'How to Guide'

Autorentext
Miri Rodriguez, based in Pompano Beach, Florida, is an award-winning and globally recognized storyteller and Senior Storyteller for Future of Work at Microsoft. She is a creative journalist, content strategist and a renowned keynote speaker and international thought leader in brand storytelling, personal branding and youth entrepreneurship. She has earned several awards in digital marketing and customer experience and is ranked as a top in-demand speaker at leading industry conferences around the world. Her previous clients include Adobe, Discover, Walmart and McKesson.

Klappentext

Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. 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. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book will explore the future of brand storytelling in a post pandemic era. New to this edition will also be a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling 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. 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.

Inhalt

• • Chapter - 01: Brand storytelling: what is it?;
  • Chapter - 02: Where do I start? Introduction to Design Thinking;
  • Chapter - 03: The magic and magic tricks in story';
  • Chapter - 04: IMC reimagined: building an integrated marketing plan with story;
  • Chapter - 05: The brand story hero: putting your customer 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 weapons;
  • Chapter - 08: Immersive storytelling: exploring the story experience;
  • Chapter - 09: Your best brand storytellers in the digital age: employees and influencers;
  • Chapter - 10: Marketing (actually, testing) your brand story;
  • Chapter - 11: Benchmarking your brand story;
  • Chapter - 12: The future of brand storytelling: how AI, machine learning and automation can only tell one side of the story;
  • Chapter - 13: Villains and antagonists: The bad guys who want to tear down your brand story;
  • Chapter - 14: Inspire your brand story: interviews with leading storytellers around the world;
  • Chapter - 15: The Storytelling Workbook: Your step-by-step guide to designing brand stories;