Storytelling in Marketing and Brand Communications

Cover
Endorsement
Half Title
Series Information
Title Page
Copyright Page
Dedication
Table of Contents
List of Tables
List of Figures
Foreword
Acknowledgements
1 The Divine Gift That Makes Us Human: Evolution of Storytelling and the Language of Marketing
	Introduction
	The Evolution of Storytelling
		Visual Storytelling
		Oral Storytelling
		Written Storytelling
		Amplification of Written Storytelling Through Mass Printing
	Why Humans Rule the World
		Storytelling for Surviving
		Storytelling for Thriving
		The Story Solution to Humans Quest for Meaning
	The Origin of Sacred and Manipulative Marketing
	Three Waves of Storytelling in Marketing
		The Interruption Model of Marketing
		The Manipulative Models of Marketing
		The Storytelling Model of Marketing
	Storytelling in the Industrial Age: Influencing Through Mass Media
		Global Branding
		Americanisation
	Storytelling in the Digital Age: Transcending Time and Space
		The Shift: From Brand Monologue to Brand-Consumer Dialogues and Conversations
	The Outline of the Book
	Reflective Questions
	References
2 Strategic and Tactical Brand Stories: Creating Emotional Triggers to Connect With the Consumers
	Introduction
	Conceptualising Brand Stories
	Brand Story Categories
		Strategic Brand Stories
		Tactical Brand Stories
	Seven Approaches to Brand Management Research
		Product-Centric Brand Stories
		Organisation-Centric Brand Stories
		Customer-Centric Brand Stories
		Personality-Oriented Brand Stories
		Relational Brand Stories
		Community-Centric Brand Stories
		Culture-Infused Brand Stories
	Conclusion
	Reflective Questions
	Note
	References
3 Tango of the Brains: The Influence of Narrative Art Explained Through Psychology and Neuroscience
	Introduction
	The Power of Storytelling: What Neuroscience Reveals and Why It Matters
	Storytelling Principles
		Memory
		Change
		Cause and Effect
		Goal-Oriented Mind
		Control
		Phronesis, Moral Outrage, and Eudaimonic Happiness
		Catharsis/Proper Pleasure
		Clarity-Seeking
	Neuroscience-Based Branding Strategies
		The Relevance Law
		The Coherence Law
		The Participation Law
	Battles in Consumers’ Mind: Relevance Versus Preference
		The Battle for Relevance
		The Battle for Preference
	Conclusion
	Reflective Questions
	Note
	References
4 Narrative Theories: Deciphering the Essential Story Elements
	Introduction
	What Is a Story?
	The Structure and Formation of the Story
		Beginning
		Middle
		End
	Theme
	Developing a Story: The Fundamental Elements
	The Setting
		Time
		Space
		Creating the Story World
	The Character and the Art of Characterisation
		Characterisation
		Dimensions of Characters
		Character Types
		Developing Compelling Characters
			Desire-Stake
			The Limitation, Conflicts, and Philosophical Dilemma of Humen
			Contrast
			Revealing Characters’ Character
	The Plot and Narrative Drive
		The Plot Sequence
		Exposition
		Rising Action
		Inciting Incident and Revelation of the Object of Desire
		Climax
		Falling Action
		Resolution
		Transformation and Meaning
		Narrative Drive
	The Standard Plot Templates
		Rags to Riches
		Rebirth
		The Quest
		Overcoming the Monster
		Tragedy
		Comedy
		Voyage and Return
	Conclusion
	Reflective Questions
	References
5 Storytelling Strategies: Life Philosophies and Narrative Tactics Explained in the Light of Genres
	Introduction
	Seeing Life Through the Lens of Genre: Why It Matters
	Shaping the Art of Storytelling Through Genre
		Horror
		Action
		Myth
		Fantasy
		Detective/Mystery
		Crime
		Thriller
		Romance/Love
		Science Fiction
	Conclusion
	Reflective Questions
	References
6 Make Your Customer the Hero: The Hero’s Journey and Heroic Transformation in Marketing
	Introduction
		Joseph Campbell’s The Hero’s Journey
		Phase 1: The Departure
		Phase 2: The Initiation
		Phase 3: Return
		The Hero’s Journey: Quest for Simplicity
		The Departure Phase
		The Initiation Phase
		The Return Phase
		Application of Campbell’s Hero’s Journey in Marketing
	Heroic Transformation
	Conclusion
	Reflective Questions
	Note
	References
7 Storified Brand Communications: The Art of Fiction-Told and Purpose-Told Storytelling and Their Application in Marketing
	Introduction
	Conceptualising McKee’s Storified Branding Theories and Principles
		Stage 1 | Target Audience: Emotional Effect
		Sate 2 | Subject Matter: Balance
		Stage 3 | Inciting Incident: Imbalance
		Stage 4 | Object of Desire: An Unfulfilled Need
		Stage 5 | First Action: Tactical Choice
		Stage 6 | First Reaction: Violation of Expectation
		Stage 7 | Crisis Choice: Use of Insights
		Stage 8 | Climatic Reaction: Closure
		Critique: Relevance of Fiction-Told Story in Marketing
	The Purpose-Told Story
		Casting the Hero
		Product as the Hero/Protagonist
		Organisation as the Hero/Protagonist
		Designing the Inciting Incident
		Finding the Object of Desire
		The Conflict and Action Versus Reaction
	Why Most Marketing Stories Fail
	Developing Brand Stories Through Design Thinking
		Stage 1: Empathise
		Stage 2: Define
		Stage 3: Ideate
		Stage 4: Prototype
		Stage 5: Test
	The New Brand Storytelling Model
	Conclusion
	Reflective Questions
	References
8 Brand-Consumer Romance in the Digital Age: Dancing Through Transmedia Storytelling
	Introduction
	The Shift in the Marketing Game
		Bowling Versus Pinball
	Multimedia, Cross-Media, and Transmedia Storytelling
	Brand-Consumer Conversation, Romance, and Resonance
		Principles
			Relevance
			Consistency
			Authenticity
			Simplicity
			Real-Time
		Experience Mix
		Visual Mix
			Images
			Graphs and Drawings
			Photo Collages
			Word Cloud
			Memes
			Cartoons
			GIF
			Videos
		Channel Mix
			Pinterest (Https://business.pinterest.com/)
			YouTube (Www.youtube.com/)
			Facebook (Https://facebook.com/)
			(X)Twitter (Https://twitter.com/)
			TikTok (Www.tiktok.com/)
			Instagram (Www.instagram.com/)
			Tumblr (Www.tumblr.com/)
			SlideShare (Www.slideshare.net/)
			Google+
		Content Mix: Telling the Story
	Conclusion
	Reflective Questions
	Practical Activities
	References
9 Finding Your Voice in the Imagination Age: The Art of Personal Branding Through Storytelling
	Introduction
	Conceptualising Personal Brand
	Personal Brand: Why Matters
	A Storified Approaches to Personal Branding
		Knowing Yourself
		Knowing Your Audience
		Mastering Your Craft
		Crafting Your Brand Stories
			The Vision Story That Begins With a Compelling Dream
			The Purpose Stories That Clarify How You Like to Make an Impact in the World
			The Identity Story That Defines Your Core Values
		Spreading Your Brand Messages: Brand Conversation and Engagement
	Conclusion
	Reflective Questions
	References
10 Brand Storytelling in the Age of AI: The ‘Artistic Science’ That Sparks Magic and Mystery
	Introduction
	The Story-Making Mind
	The Future of Brand Storytelling
		AI-Driven Marketing and Brand Storytelling
		Human Minds Meeting the Machine
	Conclusion
	Reflective Questions
	References
Index