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Brand Storytelling: Put Customers at the Heart of Your Brand Story
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Brand Storytelling: Put Customers at the Heart of Your Brand Story (Paperback)

£19.99
Usually despatched within 1 week.

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.

BusinessBusiness & managementBusiness communication & presentationBusinessBusiness & managementSales & marketingAdvertisingBusinessBusiness & managementSales & marketingPublic relations Publisher: Kogan Page Ltd Publication Date: 03/03/2020 ISBN-13: 9780749490478  Details: Type: Paperback Format: Books
Availability: Usually despatched within 1 week. Add to Basket

Miri Rodriguez is an award-winning storyteller and creative journalist at Microsoft. She is a renowned keynote speaker and international thought leader in brand storytelling, personal branding and youth entrepreneurship. Her previous clients include Adobe, Discover, Walmart and McKesson.

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