Brand Storytelling: Put Customers at the Heart of Your Brand Story, Second Edition
- 4h 38m
- Miri Rodriguez
- Kogan Page
- 2023
Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by.
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. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book will explore the future of brand storytelling in a post pandemic era. New to this edition will also be 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.
About the Author
Miri Rodriguez, based in Pompano Beach, Florida, is an award-winning, globally recognized storyteller and Senior Storyteller for Future of Work at Microsoft. She is a creative journalist, content strategist and a renowned keynote speaker and international thought leader in brand storytelling, personal branding and youth entrepreneurship. She has earned several awards in digital marketing and customer experience and is ranked as a top in-demand speaker at leading industry conferences globally. Her previous clients include Adobe, Discover, Walmart and McKesson.
In this Book
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Foreword
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Preface
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Introduction
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Brand Storytelling—What Is It?
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Where Do I Start?
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The Magic (And Magic Tricks) In Storytelling
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IMC Reimagined—Building An Integrated Marketing Plan with Story
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The Brand Story Hero—Put Your Customers at The Heart of Your Brand Story
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If Story Is Magic, Vulnerability Is the Magic Wand
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Ethics In Storytelling—When To Use Your Secret Weapon
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Immersive Storytelling—Building An Integrated Marketing Plan with Story
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Your Best Brand Storytellers—Employees and Influencers
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Marketing (Actually, Testing) Your Brand Story
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Benchmarking Your Brand Story
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Villains and Antagonists—The Bad Guys Who Want to Tear Down Your Brand Story
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The Future of Brand Storytelling—How AI, Machine Learning and Automation Can Tell Only One Side of The Story
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The Story Design Playbook—A Step-By-Step Guide to Help You Design Your Brand Stories
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Inspire Your Brand Story—Interviews With Leading Storytellers Around the World
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Notes
