Brand storytelling : put customers at the heart of your brand story /
Rodriguez, Miri,
Brand storytelling : put customers at the heart of your brand story / Miri Rodriguez. - 240 pages
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.
Specialized.
9780749490478 (pbk.) : £19.99
Branding (Marketing)
Brand name products.
Customer relations.
Business and Management.
Business and Management.
658.8'27
Brand storytelling : put customers at the heart of your brand story / Miri Rodriguez. - 240 pages
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.
Specialized.
9780749490478 (pbk.) : £19.99
Branding (Marketing)
Brand name products.
Customer relations.
Business and Management.
Business and Management.
658.8'27