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Brand storytellingput customers at t...

Rodriguez, Miri,

Brand storytellingput customers at the heart of your brand story /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand storytellingMiri Rodriguez.
其他題名:	put customers at the heart of your brand story /
其他題名:	Put customers at the heart of your brand story
作者:	Rodriguez, Miri,
面頁冊數:	1 online resource (232 p.)
標題:	Branding (Marketing)
電子資源:	https://portal.igpublish.com/iglibrary/search/KOGANB0002046.html
ISBN:	0749490470

Brand storytellingput customers at the heart of your brand story /
Rodriguez, Miri,

Brand storytellingput customers at the heart of your brand story /[electronic resource] :Put customers at the heart of your brand storyMiri Rodriguez. - 1st ed. - 1 online resource (232 p.)

Includes bibliographical references and index.

Brand storytelling: put customers at the heart of your brand story -- Contents -- Contributors (in alphabetical order) -- About the author -- Foreword -- Preface -- Acknowledgements -- Introduction -- 1. Brand storytelling: What is it? -- 2. Where do I start? -- 3. The magic (and magic tricks) in storytelling -- 4. IMC Reimagined: Building an integrated marketing plan with story -- 5. The brand story hero: Put your customers at the heart of your brand story -- 6. If story is magic, vulnerability is the magic wand -- 7. Ethics in storytelling: When to use your secret weapon -- 8. Immersive storytelling: Exploring the story experience -- 9. Your best brand storytellers: Employees and influencers -- 10. Marketing (actually, testing) your brand story -- 11. Benchmarking your brand story -- 12. Villains and antagonists: The bad guys who want to tear down your brand story -- 13. The future of brand storytelling: How AI, machine learning and automation can tell only one side of the story -- 14. Inspire your brand story: Interviews with leading storytellers around the world -- Further Reading -- Index.

Access restricted to authorized users and institutions.

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.

Mode of access: World Wide Web.

ISBN: 0749490470Subjects--Topical Terms:

266407
Branding (Marketing)
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

Brand storytellingput customers at the heart of your brand story /
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506 $a Access restricted to authorized users and institutions.
520 3 $a 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.
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650 0 $a Branding (Marketing) $3 266407
650 0 $a Brand name products. $3 202795
650 0 $a Customer relations. $3 202164
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