Storytelling In Marketing And Brand Communications

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today’s digital-first media landscape. Keith A. Quesenberry and Michael K. Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media. Features: Chapters introduce discipline foundations through key figures, main content sections explaining concepts with examples, templates and stats, a main case study, questions for consideration, and list of key concepts for review. Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2. Key terms are bolded and defined throughout and featured in a glossary along with an index of key concepts, figures, companies, and cases for easy reference. Plan/campaign research addresses evaluation and optimization of IMC execution including descriptive, predictive, and prescriptive analytics. Instructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi.

Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***

Must-read for managers on a powerful branding tool of the future. Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools. Recommended by managers of top international firms. Covers both the internal and external benefits of storytelling for a business company. Danish version sold more than 2000 copies.

You Are About To Discover How To Leverage The Power Of Storytelling To Get Customers To Want To Buy From You, Build Strong Customer Loyalty, Maximize Your Profits And Achieve Much More! Storytelling has been connecting serious brands around the world with serious customers for decades and through it, these businesses been enjoying an ever-increasing engagement, loyalty and profits. Think of the most popular brands around the world – when you look closely, they all have a story that make them resonate with their target audience. From soft drink manufacturers to makers of chocolates, fast food joints to beer manufactures to even organic food brands, every serious brand has a story…. And yes, storytelling is an essential part of content marketing; it's a powerful technique that assists business owners craft and convey their message to their customers in the most reliable, engaging and captivating way to spur attention, emotional connection and long-term purchases. What business wouldn't want that? By virtue that you are reading this, it is likely that you've heard a thing or two about storytelling for business and are not certain what steps to take, when and how exactly to go about telling your business story…. Lucky for you, this book seeks to address just that by addressing all manner of questions going through your mind: How does a good story look like? How do you craft a compelling story? Is there a template or universal structure? Are there any tips I should consider? How do I avoid mistakes? These and countless similar questions are addressed in this book which is designed to give you a gentle introduction to the concept of storytelling, show you why you need it and how you can use it to build a powerful brand in clear, easy steps. So if you're a beginner who wants something simple, straightforward and comprehensive, then keep reading! More precisely, this book covers the following: The basics of brand storytelling, including what it is, what it entails and examples of excellent storytelling Why businesses should leverage the power of storytelling How to develop and tell your business/brand story step by step, including the keys to effective storytelling in business When you should use storytelling for your business The components of a powerful brand story that you should be using and how to use them The framework for organizational storytelling The structure of business storytelling The things you have to do when creating stories The strategies that can enhance your stories How to create compelling stories How to tailor stories to special circumstances How you can compose attractive business story titles The tips, dos and don'ts in storytelling The storytelling tips for a business How to measure the results of a business storytelling project Real stories, and a template to get you started …And so much more! So whether your sales have been on a downward spiral, or you've been having more of a flat curve, this guide will see to it that your business makes a positive change, and you realize all your short-term and long-term financial goals. Like most things, it all starts with a simple step… Scroll up and click Buy Now With 1-Click or Buy Now to get started!

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

Document from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: Social media have created new framework conditions for the brand communication of companies. The majority of users have a shorter attention span, and mobile content is becoming increasingly important. In order to generate lasting attention, companies therefore use digital storytelling. But what should a successful story look like? What special features do platforms like Facebook or Instagram bring with them? Michael Kling explains how storytelling works in social media and what companies should bear in mind. Visual content is particularly important in design. Kling shows when videos and images are meaningful and how they can be supplemented with text overlays. His book offers support for content marketing in social media. In this way, companies achieve better perception and dissemination of their message than with conventional advertising messages. From the content: - neuromarketing; - Online marketing; - brand communication; - visual storytelling; - Digital storytelling