MARC状态：已编 文献类型：西文图书 浏览次数：5
- 题名/责任者:
- Brand storytelling : put customers at the heart of your brand story / Miri Rodriguez.
- 版本说明:
- Second edition.
- 出版发行项:
- London : Kogan Page, 2023.
- ISBN:
- 9781398610088
- ISBN:
- 9781398610101
- 载体形态项:
- xviii, 238 pages : illustrations ; 24 cm
- 其他载体形态:
- Online version: Rodriguez, Miri. Brand storytelling Second edition. London ; New York, NY : Kogan Page, 2023 9781398610095
- 个人责任者:
- Rodriguez, Miri, author.
- 论题主题:
- Branding (Marketing)
- 论题主题:
- Brand name products.
- 论题主题:
- Customer relations.
- 中图法分类号:
- F760.5
- 中图法分类号:
- F713.50
- 书目附注:
- Includes bibliographical references and index.
- 摘要附注:
- "Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by.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 second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book will explore the future of brand storytelling in a post pandemic era. New to this edition will also be a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories.Brand Storytelling 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. 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"--
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