Efnisyfirlit

• Cover: Brand Storytelling
• Praise for Brand Storytelling
• Title Page
• Dedication
• Contents
• List of Figures
• List of Tables
• Contributors
• About the author
• Foreword
• Preface
• Acknowledgments
• Introduction: The science and art of storytelling
• 01 Brand storytelling: What is it?
  • The power of storytelling
  • Your brand mission and the story arc
• 02 Where do I start?
  • The Robin to Batman effect
  • Storytelling with design thinking principles
  • Finding your story’s universal truth
• 03 The magic (and magic tricks) in storytelling
  • Magic trick 1: Don’t just define your story setting. Find it
  • Magic trick 2: Visual elements are not a nice-to-have; they are a must-have
  • Magic trick 3: Shape your brand beliefs to help you tell the story
  • Magic trick 4: Keep your conclusion inconclusive
• 04 IMC reimagined: Building an integrated marketing plan with story
  • Incorporating brand storytelling into your IMC plan
  • Reimagining the brand message
  • Resetting your goals
  • Identifying your design (not just target) audience
  • Measuring success
• 05 The brand story hero: Put your customers at the heart of your brand story
  • Non-obvious trends in customer-centricity
  • Steps to unveiling your brand story hero
• 06 If story is magic, vulnerability is the magic wand
  • Vulnerability in storytelling
  • Waving the magic wand
• 07 Ethics in storytelling: When to use your secret weapon
  • The importance of ethics in storytelling
  • Ethical perspectives
• 08 Immersive storytelling: Exploring the story experience
  • What is immersive storytelling?
  • Immersive storytelling trends
• 09 Your best brand storytellers: Employees and influencers
  • Building a storytelling army
  • Designing the story persona
  • Employees and influencers: The good, the bad and the ugly
• 10 Marketing (actually, testing) your brand story
  • Defining key assumptions
  • Story concept testing ground rules
• 11 Benchmarking your brand story
  • Main indicators for benchmarking story
  • Leveraging existing metrics
• 12 Villains and antagonists: The bad guys who want to tear down your brand story
  • Why villains and antagonists?
  • The bad guys archetypes
  • Your offensive weapon
  • Attack mode: training internal stakeholders
• 13 The future of brand storytelling: How AI, machine learning and automation can tell only one side of the story
  • Enter: the machines
  • The race against the machines
  • AI technology trends
• 14 The Story Design Playbook: A step-by-step guide to help you design your brand stories
  • Story mapping
  • Brand mission statement
  • Brand feeling (universal truth)
  • Story designing
  • Step one: Empathize
  • Step two: Define
  • Step three: Ideate
  • Steps four and five: Prototyping and testing
  • Storylording
• 15 Inspire your brand story: Interviews with leading storytellers around the world
  • Interview with Dux Raymond Sy, Chief Brand Officer of AvePoint
  • Interview with Luz Maria Doria, two-time Emmy winner and Executive Producer of TV show Despierta America
  • Interview with Derek E Baird, writer, social media expert and youth culture trend spotter
  • Interview with Gregg L Witt, youth marketer and public speaker
  • Rapid-fire questions with Cindy Coloma, bestselling author and former storyteller at Microsoft
  • Rapid-fire questions with Park Howell, advertising industry veteran and owner of Business of Story
  • Rapid-fire questions with Candy Rasmijn-Reino, marketing and PR agency owner
  • Rapid-fire questions with Dona Sarkar, author, fashion designer, engineer and Director of Technology at Microsoft
• Notes
• Index
• Copyright Page

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