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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.
Available to pre-order from 3rd December 2019
EAN: 9780749490478
Edition: 1
Published:
Format: 234x156
240 pages

About the book

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.

Written by the award-winning storyteller Miri Rodriguez at Microsoft, Brand Storytelling is a clear, actionable guide that goes beyond content strategy, simplifying where to begin, how to benchmark success and ensuring a consistent brand voice throughout every department. Inspiring with interviews, advice and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google, it clarifies why machine-learning, AI and automation only tell one side of the story. Aligning an emotive connection with the customer's personal values, experiences and aspirations will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for long-term growth, rather than trying to win it.

About the authors

Miri Rodriguez

Miri Rodriguez is an award-winning storyteller and creative journalist at Microsoft, based in the US. Rodriguez is a renowned keynote speaker and international thought leader on brand storytelling, personal branding and youth entrepreneurship. Along with multiple awards, her work has been acknowledged as best practice by the annual Microsoft Think Tank Summit and she regularly contributes to global podcasts and publications. Previous clients include Adobe, Walmart and McKesson.

More about Miri Rodriguez

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