Digital storytelling for brands

By:

Tombleson, Bridget

Contributor(s):

Wolf, Katharina

Material type: Text

TextPublication details: Sage Publication Pvt Ltd London 2023Description: 287 pISBN:

9781529745023

Subject(s):

DDC classification:

658.827 TOM

Summary: Digital storytelling for brands has become a non-negotiable skill in the 21st century, due to the need to connect and communicate with diverse audiences across multiple channels and platforms. The ability to understand narrative(s) is now a prerequisite for many business, communication, marketing and public relations professionals, as well as content creators and journalists. This book teaches essential skills in deconstructing the traditional narrative and how to adapt narrative to fit contemporary platforms. Co-creative methods are emphasised and provide readers with a theoretical underpinning of participatory culture, and narrative. For the first time ever, this book brings together extant arts and humanities-based models with business theory. It provides learners with a clear understanding of the creative and persuasive form of narrative within a digital context, whilst building brand. Contemporary case studies highlight challenges faced in the digital world, including implications for reputation management, considerations associated with mis- and disinformation and the crucial role of the collective narrative. A key principle guiding this book is: ‘the more digital we become, the more we crave to feel human’ and it is this very space where digital storytelling can cut through the (digital) noise to provide an authentic connection. (https://us.sagepub.com/en-us/nam/digital-storytelling-for-brands/book275711)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 TOM (Browse shelf(Opens below))	1	Available		006811

Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.827 SMI Brand fusion: purpose-driven brand strategy	658.827 SRI The future of branding	658.827 STR UnBranding: 100 branding lessons for the age of disruption	658.827 TOM Digital storytelling for brands	658.827 TOR Globally-minded marketing: a cultural approach to building iconic brands	658.827 UPS Building brand identity: a strategy for success in a hostile marketplace	658.827 VER Brand management: text and cases	Next

Table of content:
Chapter 1: Narrative Models Across the Ages Chapter 2: Semiotics In A Digital World Chapter 3: Participatory Culture And Transmedia Storytelling Chapter 4: The Traditional Narrative And The Collective Narrative Chapter 5: Telling Stories Across Multiple Platforms Chapter 6: Becoming a Story Curator Chapter 7: Storytelling Design And Composition Chapter 8: Storytelling Through Video And Scrollytelling Chapter 9: Podcasts For Business Storytelling Chapter 10: Brand Storytelling And Reputation Management Chapter 11: Outrage, Mis- and Disinformation In The Digital World Chapter 12: Artificial Intelligence, Virtual Reality And The Future Of Storytelling
[https://us.sagepub.com/en-us/nam/digital-storytelling-for-brands/book275711#contents]

Digital storytelling for brands has become a non-negotiable skill in the 21st century, due to the need to connect and communicate with diverse audiences across multiple channels and platforms. The ability to understand narrative(s) is now a prerequisite for many business, communication, marketing and public relations professionals, as well as content creators and journalists. This book teaches essential skills in deconstructing the traditional narrative and how to adapt narrative to fit contemporary platforms. Co-creative methods are emphasised and provide readers with a theoretical underpinning of participatory culture, and narrative. For the first time ever, this book brings together extant arts and humanities-based models with business theory. It provides learners with a clear understanding of the creative and persuasive form of narrative within a digital context, whilst building brand. Contemporary case studies highlight challenges faced in the digital world, including implications for reputation management, considerations associated with mis- and disinformation and the crucial role of the collective narrative. A key principle guiding this book is: ‘the more digital we become, the more we crave to feel human’ and it is this very space where digital storytelling can cut through the (digital) noise to provide an authentic connection.

(https://us.sagepub.com/en-us/nam/digital-storytelling-for-brands/book275711)

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