机读格式显示(MARC)
- 000 02651cam a2200373 i 4500
- 008 230421s2023 enka b 001 0 eng
- 020 __ |a 9781398610088 |q paperback
- 020 __ |a 9781398610101 |q hardback
- 020 __ |z 9781398610095 |q ebook
- 040 __ |a DLC |b eng |e rda |c DLC
- 050 00 |a HF5415.1255 |b .R55 2023
- 082 00 |a 658.8/27 |2 23/eng/20230421
- 099 __ |a CAL 022024043840
- 100 1_ |a Rodriguez, Miri, |e author.
- 245 10 |a Brand storytelling : |b put customers at the heart of your brand story / |c Miri Rodriguez.
- 250 __ |a Second edition.
- 264 _1 |a London : |b Kogan Page, |c 2023.
- 300 __ |a xviii, 238 pages : |b illustrations ; |c 24 cm
- 336 __ |a text |2 rdacontent
- 337 __ |a unmediated |2 rdamedia
- 338 __ |a volume |2 rdacarrier
- 504 __ |a Includes bibliographical references and index.
- 520 __ |a "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"-- |c Provided by publisher.
- 650 _0 |a Branding (Marketing)
- 650 _0 |a Brand name products.
- 650 _0 |a Customer relations.
- 776 08 |i Online version: |a Rodriguez, Miri. |t Brand storytelling |b Second edition. |d London ; New York, NY : Kogan Page, 2023 |z 9781398610095 |w (DLC) 2023019567