Storytelling in marketing and brand communications
"Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storyte...
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| Main Author | |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
Abingdon, Oxon ; New York, NY :
Routledge,
2024.
|
| Series | Routledge studies in marketing
|
| Subjects | |
| Online Access | Full text |
| ISBN | 9781032689548 9781040094594 9781040094525 9781032689425 9781032689487 |
| Physical Description | 1 online zdroj. |
Cover
Table of Contents:
- The divine gift that makes us human: evolution of storytelling and the language of marketing
- Strategic and tactical brand stories: creating emotional triggers to connect with the consumers
- Tango of the brains: the influence of narrative art explained through consumer psychology and neuroscience
- Narrative theories: deciphering the essential story elements
- Storytelling strategies: life philosophies and narrative tactics explained in the light of genres
- Make your customer the hero: the hero's journey and heroic transformation in marketing
- Storified brand communications: the art of fiction-told and purpose-told storytelling and their application in marketing
- Brand-consumer romance in the digital age: dancing with transmedia storytelling
- Finding your voice in the imagination age: the art of personal branding through storytelling
- Brand storytelling in the age of AI: the 'artistic science' that sparks magic and mystery.