- Taps into authentic brand loyalty and human connection by aligning brand voice with individual customer values, experiences and aspirations
- Shows how to weave, measure and advocate the brand storytelling mission into the marketing mix and throughout every department
- Helps leverage a brand as a creative thought leader with a personalized brand narrative for leaders, employees and influencers, to strengthen customer engagement and differentiate from competitors
- Builds on cutting edge interviews and case studies with leading storytellers from different industries such as Expedia, McDonalds, Adobe, Coca Cola and Google
Brand Storytelling
Put Customers at the Heart of Your Brand Story
Engage consumers through emotive storytelling to humanize your brand and achieve business growth, by positioning the customer at the heart of your brand story.
Key features at a glance
EAN: 9780749490478
Edition: 1
Published:
Format: 230x155
232 pages
About the book
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.
About the authors
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.
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.
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