Title Brand Storytelling
Subtitle Put Customers at the Heart of Your Brand Story
Author Miri Rodriguez
ISBN 9780749490478
List price GBP 19.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 232
Book size 152 x 228 mm
Publishing year 2020
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book Send Enquiry
  
 

Reviews:

“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


Description:

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.


Key features at a glance:

  • 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


Contents:

List of contributors

About the author

Foreword

Preface

Acknowledgements

Introduction: The science and art of storytelling

Chapter 1. Brand storytelling: What is it? The power of storytelling • Your brand mission and the story arc

Chapter 2. Where do I start? The Robin to Batman effect • Design thinking applied to storytelling • Finding your story’s universal truth

Chapter 3. The magic (and magic tricks) in storytelling Magic trick 1: Don’t just define your story setting. Find it • Magic trick 2: Visual elements are not a nice-to-have; they are a must-have • Magic trick 3: Shape your brand assets to help you tell the story • Magic trick 4: Keep your conclusion inconclusive

Chapter 4. IMC Reimagined: Building an integrated marketing plan with story Incorporating brand storytelling into your IMC plan • Reimagining the brand message • Resetting your goals • Identifying your design (nor just target) audience • Measuring success

Chapter 5. The brand story hero: Put your customers at the heart of your brand story Non-obvious trends in customer-centricity • Steps to unveiling your brand story hero

Chapter 6. If story is magic, vulnerability is the magic wand Vulnerability in storytelling • Waving the magic wand

Chapter 7. Ethics in storytelling: When to use your secret weapon The importance of ethics in storytelling • Ethical perspectives

Chapter 8. Immersive storytelling: Exploring the story experience What is immersive storytelling? • Immersive storytelling trends

Chapter 9. Your best brand storytellers: Employees and influences Building a storytelling army • Designing the story persona • Employees and influencers: The good, the bad and the ugly

Chapter 10. Marketing (actually, testing) your brand story Defining key assumptions • Story concept testing ground rules

Chapter 11. Benchmarking your brand story Main indicators for benchmarking story • Leveraging existing metrics

Chapter 12. Villains and antagonists: The bad guys who want to tear down your brand story Why villains and antagonists? • The bad guys archetypes • Your offensive weapon • Attack mode: training internal stakeholders

Chapter 13. The future of brand storytelling: How Al, machine learning and automation can tell only one side of the story Enter: the machines • The race against the machines • Al technology trends

Chapter 14. Inspire your brand story: Interviews with leading storytellers around the world Interview with Dux Raymond Sy, CMO of Avcpoint • Interview with Luz Maria Doria, two-time Emmy winner and Executive Producer of TV show Despierta America • Interview with Derek E Baird, writer, social media expert and youth culture trend spotter • Interview with Greg L Witt, youth marketer and public speaker • Rapid-fire questions with Cindy Coloma, bestselling author and storyteller at Microsoft • Rapid-fire questions with Park Howell, advertising industry veteran and owner of Business of Story • Rapid-fire questions with Candy Rasmijn-Rcino, marketing and PR agency owner • Rapid-fire questions with Dona Sarkar, author, fashion designer, engineer and principal manager of Windows Insider Program at Microsoft

Further reading

Index


About the Author:

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.


Target Audience:

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. This book will also be useful to digital marketers and storytellers.

 
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