Brand storytelling : put customers at the heart of your brand story
Rodriguez, Miri2020
Book
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 book 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.
Main title:
Brand storytelling : put customers at the heart of your brand story / Miri Rodriguez.
Author:
Rodriguez, Miri, author
Imprint:
London : KoganPage, [2020]©2020
Collation:
xvi, 215 pages : illustrations (black and white) ; 24 cm
Notes:
Includes bibliographical references and index.
Audience:
Specialized.
ISBN:
9780749490478 (pbk)
Dewey class:
658.827
Language:
English
BRN:
2923116