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Brand Storytelling: Stellen Sie Kunden in den Mittelpunkt Ihrer Marke Sto
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Brand Storytelling: Stellen Sie Kunden in den Mittelpunkt Ihrer Marke Sto

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    Book Title
    Brand Storytelling : Put Customers at the Heart of Your Brand Sto
    ISBN
    9780749490478
    Kategorie

    Über dieses Produkt

    Product Identifiers

    Publisher
    Kogan Page, The Limited
    ISBN-10
    0749490470
    ISBN-13
    9780749490478
    eBay Product ID (ePID)
    2309734565

    Product Key Features

    Number of Pages
    232 Pages
    Language
    English
    Publication Name
    Brand Storytelling : Put Customers at the Heart of Your Brand Story
    Subject
    Marketing / General, Industries / Media & Communications, Commerce, Advertising & Promotion
    Publication Year
    2020
    Type
    Textbook
    Author
    Miri Rodriguez
    Subject Area
    Business & Economics
    Format
    Trade Paperback

    Dimensions

    Item Height
    0.5 in
    Item Weight
    13.1 Oz
    Item Length
    9.3 in
    Item Width
    6.2 in

    Additional Product Features

    Intended Audience
    College Audience
    LCCN
    2020-931782
    Dewey Edition
    23
    Reviews
    Rodriguez's insights and advice on brand storytelling are critically relevant for both public and private sector organizations alike to survive, succeed, and stand out in a crowded social media landscape of noise and distractions., We know how important storytelling is - it captures the hearts and minds of your consumer in a way that no other type of marketing can. After seeing Miri Rodriguez's dynamic presentation about brand storytelling at my conference in Sydney, I could not wait to read her book. It does not disappoint. Rodriguez helps you to discover your story and provides a template to help you craft it and share it with the world. It is a must read for every business., Miri Rodriguez inspires us to be the best, by being story designers driven by the power of empathy, vulnerability and authenticity. A must-read for generations to come, Rodriguez has created a masterpiece with a profound, delicate and fascinating equilibrium. This book is for readers of any industry or role, for entrepreneurs and business leaders, students and anyone interested in using a guide to understand, value and apply the power of storytelling to awaken and inspire emotions and transform them into meaningful actions., Storytelling is the foundation of all communication, but is but is often overlooked. Miri Rodriguez is not only one of the best storytellers out there, but is also able to give practical, reliable, easy-to-implement advice for the real world. Well worth the read., An essential practical guide for anyone seeking to harness the power of the brand journalism movement that has revolutionized communications over the past decade. Whether it's benchmarking, waving the 'magic wand' of vulnerability or amassing an army of storytellers, Rodriguez's methods will electrify the town square of any organization., An engaging and insightful must-read for all digital marketers and storytellers. Plenty of ah-ha moments for brand storytellers seeking to infuse their communication strategies and tactics with empathy and vulnerability that will resonate with their customers, but in the most authentic, emotional, and immersive way possible. Brand Storytelling provides an essential journey for brand storytellers that truly does put the customer at the heart of the story.
    Illustrated
    Yes
    Dewey Decimal
    658.827
    Table Of Content
    00: Introduction: The science and art of storytelling; 01: Brand storytelling: What is it?; 02: Where do I start?; 03: The magic (and magic tricks) in storytelling; 04: IMC Reimagined: Building an integrated marketing plan with story; 05: The brand story hero: Put your customers at the heart of your brand story; 06: If story is magic, vulnerability is the magic wand; 07: Ethics in storytelling: When to use your secret weapon; 08: Immersive storytelling: Exploring the story experience; 09: Your best brand storytellers: Employees and influencers; 10: Marketing (actually, testing) your brand story; 11: Benchmarking your brand story; 12: Villains and antagonists: The bad guys who want to tear down your brand story; 13: The future of brand storytelling: How AI, machine learning and automation can tell only one side of the story; 14: Inspire your brand story: Interviews with leading storytellers around the world; 15: Further reading; 16: Index
    Synopsis
    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. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It 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. Written by the award-winning storyteller Miri Rodriguez at Microsoft, Brand Storytelling is a clear, actionable guide that goes beyond content strategy, simplifying where to begin, how to benchmark success and ensuring a consistent brand voice throughout every department. Inspiring with interviews, advice and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google, it clarifies why machine-learning, AI and automation only tell one side of the story. Aligning an emotive connection with the customer's personal values, experiences and aspirations will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for long-term growth, rather than trying to win it., Engage consumers through emotive storytelling to humanize your brand and achieve business growth, by positioning the customer at the heart of your brand story., WINNER: Independent Press Award 2021 - Marketing & Public Relations categoryWINNER: NYC Big Book Award 2020 - Sales and Marketing categoryWINNER: The Stevie Awards 2020 - 'Book of the Year' Silver award, Women in Business categoryWritten by the award-winning storyteller Miri Rodriguez at Microsoft, this actionable guide goes beyond content strategy and, instead, demonstrates how to leverage brand storytelling in the marketing mix to strengthen brand engagement and achieve long-term growth, with advice from brands like Expedia, Coca Cola, McDonalds, Adobe and Google. 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. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It 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.Simplifying where to begin, how to benchmark success and ensure a consistent brand voice throughout every department, this book clearly shows how readers can align an emotive connection with the customer's personal values, experiences and aspirations, and how that will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for the long-term, rather than simply trying to win it.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., Despite understanding essential storytelling techniques, many brands continue to merely explain how their products and services can help customers, rather than showcasing how they have changed their lives. Brand Storytelling takes readers back to using storytelling to trigger human emotions - which is the heart of brand loyalty, consumer behaviour and engagement as a business strategy. The book is a step-by-step guide to assessing, dismantling and rebuilding a brand story, shitting the brand mentality from "hero" to "sidekick" and positioning the customer as a key influencer. Brand Storytelling goes beyond content strategy. It describes in detail where to begin, how to benchmark success and how to ensure a consistent brand voice throughout every department. Filled with inspiring interviews, advice and case studies from leading brands including Expedia, Coca-Cola, McDonald's, Adobe and Google, it clarifies why machine learning, Al and automation only tell one side of the story. Building an emotional connection with the customer's personal values, experiences and aspirations will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for long-term growth. Book jacket.
    LC Classification Number
    HF5415.1255.R55 2020

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