TY  - BOOK
AU  - Moin, S. M. A.
TI  - Brand storytelling in the digital age: : theories, practice and application
SN  - 9783030590840
U1  - 658.827 
PY  - 2020///
CY  - Switzerland
PB  - Palgrave Macmillan
KW  - Branding (Marketing)
KW  - Brand storytelling
N2  - Table of contents

Introduction: The Ancient Art of Storytelling and the Language of Marketing
Brand Storytelling: A Review of the Interdisciplinary Literature
Storytelling for Minds: Neuroscience’s Approaches to Branding
Storytelling for Hearts: Brand–Consumer Conversations in the Digital Age
Character and Plot: Narrative Structure and the Art of Archetype Enactment
Conclusion: The Future of Storytelling
ER  -