Brand Storytelling
Put Customers at the Heart of Your Brand Story
1st Edition
Published on 3. March 2020
Book
Hardback
232 pages
978-1-78966-058-6 (ISBN)
Description
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.
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.
Reviews / Votes
"An engaging and insightful must-read for all digital marketers and storytellers. Plenty of ah-ha moments for brand storytellers seeking to infuse their communication strategies and tactics with empathy and vulnerability that will resonate with their customers, but in the most authentic, emotional, and immersive way possible. Brand Storytelling provides an essential journey for brand storytellers that truly does put the customer at the heart of the story." * Michael Raymond, Senior Writer - The Walt Disney Company * "An essential practical guide for anyone seeking to harness the power of the brand journalism movement that has revolutionized communications over the past decade. Whether it's benchmarking, waving the 'magic wand' of vulnerability or amassing an army of storytellers, Rodriguez's methods will electrify the town square of any organization." * Mark Ragan, Chairman and Owner, Ragan Communications and PR Daily * "Miri Rodriguez inspires us to be the best, by being story designers driven by the power of empathy, vulnerability and authenticity. A must-read for generations to come, Rodriguez has created a masterpiece with a profound, delicate and fascinating equilibrium. This book is for readers of any industry or role, for entrepreneurs and business leaders, students and anyone interested in using a guide to understand, value and apply the power of storytelling to awaken and inspire emotions and transform them into meaningful actions." * Dieter Avella, General Manager - Zebra Technologies * "Storytelling is the foundation of all communication, but is but is often overlooked. Miri Rodriguez is not only one of the best storytellers out there, but is also able to give practical, reliable, easy-to-implement advice for the real world. Well worth the read." * Craig Stilwell, EVP & GM of Consumer and Small to Medium Business - OpenText * "Rodriguez's insights and advice on brand storytelling are critically relevant for both public and private sector organizations alike to survive, succeed, and stand out in a crowded social media landscape of noise and distractions." * Chris Hsiung, Deputy Police Chief & Social Media Influencer * "We know how important storytelling is - it captures the hearts and minds of your consumer in a way that no other type of marketing can. After seeing Miri Rodriguez's dynamic presentation about brand storytelling at my conference in Sydney, I could not wait to read her book. It does not disappoint. Rodriguez helps you to discover your story and provides a template to help you craft it and share it with the world. It is a must read for every business." * Mireille Ryan, CEO of the Social Media Marketing Institute and Award-Winning Entrepreneur *More details
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Product notice
Cloth over boards
Dimensions
Height: 240 mm
Width: 165 mm
Thickness: 22 mm
Weight
600 gr
ISBN-13
978-1-78966-058-6 (9781789660586)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
07/2023
2nd Edition
Kogan Page Ltd
€115.90
Shipment within 10-20 days
Additional editions
Book
03/2020
1st Edition
Kogan Page Ltd
€47.22
Article exhausted; check for reprint
Person
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.
Content
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
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