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Rodriguez, M: Brand Storytelling


en Paperback – 3 mar 2020
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.
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Specificații

ISBN-13: 9780749490478
ISBN-10: 0749490470
Pagini: 232
Dimensiuni: 156 x 234 x 14 mm
Greutate: 0.45 kg
Editura: Kogan Page

Descriere

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.


Notă biografică

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.

Cuprins

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