000			03096nam a22002297a 4500
005			20250114115532.0
008			250114b |||||||| |||| 00| 0 eng d
020			_a9781398610088
082			_a658.827 _bROD
100			_aRodriguez, Miri _920616
245			_aBrand storytelling: _bput customers at the heart of your brand story
250			_a2nd
260			_bKogan Page Limited _aLondon _c2023
300			_axviii, 238 p.
365			_aGBP _b24.99
500			_aTable of content: Chapter - 01: Brand storytelling: what is it?; Chapter - 02: Where do I start? Introduction to Design Thinking; Chapter - 03: The magic and magic tricks in story'; Chapter - 04: IMC reimagined: building an integrated marketing plan with story; Chapter - 05: The brand story hero: putting your customer at the heart of your brand story; Chapter - 06: If story is magic, vulnerability is the magic wand; Chapter - 07: Ethics in storytelling: when to use your secret weapons; Chapter - 08: Immersive storytelling: exploring the story experience; Chapter - 09: Your best brand storytellers in the digital age: employees and influencers; Chapter - 10: Marketing (actually, testing) your brand story; Chapter - 11: Benchmarking your brand story; Chapter - 12: The future of brand storytelling: how AI, machine learning and automation can only tell one side of the story; Chapter - 13: Villains and antagonists: The bad guys who want to tear down your brand story; Chapter - 14: Inspire your brand story: interviews with leading storytellers around the world; Chapter - 15: The Storytelling Workbook: Your step-by-step guide to designing brand stories; [https://www.koganpage.com/marketing-communications/brand-storytelling-9781398610088#contentgroupsection-toc]
520			_aDespite 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. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling 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. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection. (https://www.koganpage.com/marketing-communications/brand-storytelling-9781398610088)
650			_aBrand name products _9335
650			_aBranding (Marketing)
650			_aCustomer relations
942			_cBK _2ddc
999			_c8507 _d8507