StoryBranding

StoryBranding

Creating Stand-out Brands Through the Power of Story

Book - 2012
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Why would a 30-year advertising verteran claim that most advertising is a waste of money?

Having worked on many famous brands as an advertising executive, Jim Signorelli has found that today, in order for advertising to be truly effective, the brand being promoted must work the way a good story works. Many brands continue to get in their own way with an over-reliance on editorialized benefits. "Today, that's a death-wish," says Signorelli. "To remain competitive, brands must provide consumers with story themes they can relate to, identify with, and share with their tribes."

There are a number of books that discuss the parallels between stories and brands. But until this book was written, few, if any provide practical advice on how to apply story thinking to branding. Whether your brand is a product, service, or yourself, you'll be taken through the 6 steps that every brand should take in order to find it's oft-hidden story, the one that will make it most attractive to its audience. An easy, entertaining, and educational read, critics are saying this revolutionary book on branding is a must-read.
Publisher: Austin, Tex. : Greenleaf Book Group Press, 2012.
Edition: 1st ed.
ISBN: 9781608321452
1608321452
Branch Call Number: 658.827 Signorel 01/2012
Characteristics: xv, 230 p. ;,ill. ;,24 cm.
Alternative Title: Story Branding

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