- Shows how to tap into authentic brand loyalty and human connection by aligning brand voice with individual customer values, experiences and aspirations
- Demonstrates how to leverage brand storytelling into the marketing mix to strengthen brand engagement and achieve long-term growth
- Builds on cutting edge interviews and case studies with leading storytellers from different industries such as Expedia, McDonalds, Adobe, Coca Cola and Google
- New to this edition: Inclusion of new trends in storytelling, future of brand storytelling as well as a brand new 'How to Guide'
Brand Storytelling
Put Customers at the Heart of Your Brand Story
Learn how to engage consumers through emotive storytelling to humanize your brand and achieve business growth.
Key features at a glance
EAN: 9781398610088
Edition: 2
Published:
Format: 15x160
256 pages
About the book
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.
About the authors
Miri Rodriguez, based in Pompano Beach, Florida, is an award-winning, 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 globally. Her previous clients include Adobe, Discover, Walmart and McKesson.
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