Brand Storytelling: Put Customers At The Heart Of Your Brand Story

Giới thiệu Brand Storytelling: Put Customers At The Heart Of Your Brand Story

Brand Storytelling: Put Customers At The Heart Of Your Brand Story

Written by the award-winning storyteller Miri Rodriguez at Microsoft, this actionable guide goes beyond content strategy and, instead, demonstrates how to leverage brand storytelling in the marketing mix to strengthen brand engagement and achieve long-term growth, with advice from brands like Expedia, Coca Cola, McDonalds, Adobe and Google.

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.

Brand Storytelling 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.

Simplifying where to begin, how to benchmark success and ensure a consistent brand voice throughout every department, this book clearly shows how readers can align an emotive connection with the customer's personal values, experiences and aspirations, and how that will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for the long-term, rather than simply trying to win it.

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.

Giá sản phẩm trên Tiki đã bao gồm thuế theo luật hiện hành. Bên cạnh đó, tuỳ vào loại sản phẩm, hình thức và địa chỉ giao hàng mà có thể phát sinh thêm chi phí khác như phí vận chuyển, phụ phí hàng cồng kềnh, thuế nhập khẩu (đối với đơn hàng giao từ nước ngoài có giá trị trên 1 triệu đồng).....

Thông tin chi tiết

Từ khóa

english books the seven husbands of evelyn hugo 13 reasons why hunger games thirteen reasons why penguin classics everybody up 1 word by word havard cold calling techniques human resource management havard business review negotiation playing to win crossing the chasm the wealth of nations rich đad poor dad tiếng việt zero to one customer all marketers are liars a random walk down wall street closing national best seller one up in wall street nir eyal way of the wolf what great brands do ogilvy on advertising human resource champions sales