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Brand Storytelling
Put Customers at the Heart of Your Brand Story
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About the book
FINALIST: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award (first edition)
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 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.
About the authors
- Miri Rodriguez's second edition of her best-selling book, Brand Storytelling: Put Customers at the Heart of Your Brand Story is the much sought-after playbook for how to achieve intimacy at scale with your audience. The companion workbook takes the guesswork out of authentic, empathetic storytelling where your customers are the heroes of your brand. Get ready to be wowed and laugh out loud time and time again as you feel like you are having a casual chat with Rodriquez poolside in her backyard reading her unending well of masterful stories.
- Rani Mani, Customer Communications Lead, Digital Media at Adobe
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