Details for: Brand storytelling : put customers at the heart of your brand story / › University of West London Library catalogue

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Brand storytelling : put customers at the heart of your brand story / Miri Rodriguez.

By: Rodriguez, Miri [author.]Material type: Text

TextPublisher: London : KoganPage, 2020Description: 240 pagesContent type: text Media type: unmediated Carrier type: volumeISBN: 9780749490478 (pbk.) :Subject(s): Branding (Marketing) | Brand name products | Customer relations | Business and Management | Business and ManagementDDC classification: 658.8'27 Summary: 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.

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Item type	Current library	Home library	Shelving location	Class number	Status	Date due	Barcode	Item reservations
Book	Paul Hamlyn Library	Paul Hamlyn Library	Floor 3	658.827 ROD (Browse shelf(Opens below))	Available		06731910

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Previous	658.827 RIC Meta-luxury : brands and the culture of excellence /	658.827 ROB Lovemarks : the future beyond brands /	658.827 ROB Lovemarks : the future beyond brands /	658.827 ROD Brand storytelling : put customers at the heart of your brand story /	658.827 ROD Brand storytelling : put customers at the heart of your brand story /	658.827 ROS Brand-driven innovation : strategies for development and design : required reading range module reader /	658.827 ROS Brand-driven innovation : strategies for development and design : required reading range module reader /	Next

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.

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