Brand Storytelling in the Digital Age

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Sprache: Englisch

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Beschreibung

Inextricably linked to human evolution, storytelling has always been a key element of the marketer¿s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating.
Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers¿ hearts and minds.

Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

Über den Autor

S M A Moin is Associate Head of Research and Scholarship at Coventry University London, UK. He is an interdisciplinary researcher interested in storytelling, branding, trust, creativity and purposeful leadership. Moin spent 23 years in different industries including navy, media, publishing, and financial services before his third transformation into academia.

Zusammenfassung

Offers a conceptual model showing different facets of storytelling

Introduces a theoretical framework

Provides insights on the art of brand communication through storytelling

Inhaltsverzeichnis

1. Introduction: The Ancient Art of Storytelling and the Language of Marketing.- 2. Brand Storytelling: A Review of the Interdisciplinary Literature.- 3. Storytelling for Minds: Neuroscience's Approaches to Branding.- 4. Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age.- 5. Character and Plot: Narrative Structure and the Art of the Archetype Enactment.- 6. Conclusion: The Future of Storytelling.

Erscheinungsjahr:	2020
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	xxi 100 S. 3 s/w Illustr. 1 farbige Illustr. 100 p. 4 illus. 1 illus. in color.
ISBN-13:	9783030590840
ISBN-10:	3030590844
Sprache:	Englisch
Ausstattung / Beilage:	HC runder Rücken kaschiert
Einband:	Gebunden
Autor:	Moin, S M A
Auflage:	1st ed. 2020
Hersteller:	Springer International Publishing Springer International Publishing AG
Maße:	216 x 153 x 12 mm
Von/Mit:	S M A Moin
Erscheinungsdatum:	27.10.2020
Gewicht:	0,283 kg

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