Brand Storytelling In The Digital Age

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Brand Storytelling in the Digital Age

S M A Moin
Brand Storytelling in the Digital Age Book PDF

Author : S M A Moin
Publisher : Springer Nature
Page : 113 pages
File Size : 49,5 Mb
Release : 2020-10-26
Category : Business & Economics
ISBN : 9783030590857

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Brand Storytelling in the Digital Age by S M A Moin Pdf

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

News Now

Susan Green,Mark Lodato,B. William Silcock,Carol Schwalbe
News Now Book PDF

Author : Susan Green,Mark Lodato,B. William Silcock,Carol Schwalbe
Publisher : Routledge
Page : 666 pages
File Size : 41,9 Mb
Release : 2016-01-08
Category : Language Arts & Disciplines
ISBN : 9781317346098

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News Now by Susan Green,Mark Lodato,B. William Silcock,Carol Schwalbe Pdf

Debuting in its first edition News Now: Visual Storytelling in the Digital Age helps today's broadcast journalism students prepare for a mobile, interactive, and highly competitive workplace. The authors, all faculty members of the prestigious Cronkite School of Journalism and Mass Communication, bring their real-world expertise to a book designed to be a trusted reference for the next generation of broadcast journalists.

Handbook of Research on Transmedia Storytelling and Narrative Strategies

Y?lmaz, Recep,Erdem, M. Nur,Resulo?lu, Filiz
Handbook of Research on Transmedia Storytelling and Narrative Strategies Book PDF

Author : Y?lmaz, Recep,Erdem, M. Nur,Resulo?lu, Filiz
Publisher : IGI Global
Page : 599 pages
File Size : 47,9 Mb
Release : 2018-07-06
Category : Social Science
ISBN : 9781522553588

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Handbook of Research on Transmedia Storytelling and Narrative Strategies by Y?lmaz, Recep,Erdem, M. Nur,Resulo?lu, Filiz Pdf

Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.

Brand Storytelling

Miri Rodriguez
Brand Storytelling Book PDF

Author : Miri Rodriguez
Publisher : Kogan Page Publishers
Page : 257 pages
File Size : 54,9 Mb
Release : 2023-07-03
Category : Business & Economics
ISBN : 9781398610095

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Brand Storytelling by Miri Rodriguez Pdf

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 explores the future of brand storytelling in a post pandemic era. New to this edition is also 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.

Storytelling in the Digital World

Anna De Fina,Sabina Perrino
Storytelling in the Digital World Book PDF

Author : Anna De Fina,Sabina Perrino
Publisher : John Benjamins Publishing Company
Page : 131 pages
File Size : 47,9 Mb
Release : 2019-06-15
Category : Language Arts & Disciplines
ISBN : 9789027262202

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Storytelling in the Digital World by Anna De Fina,Sabina Perrino Pdf

Storytelling in the Digital World explores new, emerging narrative practices as they are enacted on digital platforms such as Amazon, Facebook, Twitter, and YouTube. Contributors’ online ethnographies investigate a wide range of themes including the nature of processes of transformation and recontextualization of offline events into digital narratives; the effects of digital anonymity and pseudonymity on narrative practices; the strategies through which virtual communities discursively work together to solidify and negotiate their sociocultural identities; the tensions between the affordances that characterize different online media and the communicative needs of users; the structures and modes in which virtual users construct and enact participatory practices in these environments; and the significance of different spatiotemporal dimensions in the encoding, sharing and appreciation of stories. More generally, the volume engages with some of the theoretical and methodological challenges that the growing presence of digital technologies and media poses to narrative analysis. Originally published as special issue of Narrative Inquiry 27:2 (2017)

Storytelling in the Digital Age

Julia Campbell
Storytelling in the Digital Age Book PDF

Author : Julia Campbell
Publisher : Charitychannel LLC
Page : 200 pages
File Size : 55,9 Mb
Release : 2017
Category : Nonprofit organizations
ISBN : 1938077792

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Storytelling in the Digital Age by Julia Campbell Pdf

Storytelling is a hot topic for nonprofits. Actually, it's the hottest topic! This book is carefully designed to help busy nonprofit practitioners and volunteers to use storytelling to grow support and to keep donors engaged. Storytelling for nonprofits is all about crafting authentic, real, emotional stories about the work that you do every day.

New Narratives

Ruth E. Page,Bronwen Thomas
New Narratives Book PDF

Author : Ruth E. Page,Bronwen Thomas
Publisher : U of Nebraska Press
Page : 296 pages
File Size : 40,7 Mb
Release : 2011-12-01
Category : Literary Criticism
ISBN : 9780803217867

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New Narratives by Ruth E. Page,Bronwen Thomas Pdf

Just as the explosive growth of digital media has led to ever-expanding narrative possibilities and practices, so these new electronic modes of storytelling have, in their own turn, demanded a rapid and radical rethinking of narrative theory. This timely volume takes up the challenge, deeply and broadly considering the relationship between digital technology and narrative theory in the face of the changing landscape of computer-mediated communication. New Narratives reflects the diversity of its subject by bringing together some of the foremost practitioners and theorists of digital narratives. It extends the range of digital subgenres examined by narrative theorists to include forms that have become increasingly prominent, new examples of experimental hypertext, and contemporary video games. The collection also explicitly draws connections between the development of narrative theory, technological innovation, and the use of narratives in particular social and cultural contexts. Finally, New Narratives focuses on how the tools provided by new technologies may be harnessed to provide new ways of both producing and theorizing narrative. Truly interdisciplinary, the book offers broad coverage of contemporary narrative theory, including frameworks that draw from classical and postclassical narratology, linguistics, and media studies.

Personal Brand Creation in the Digital Age

Mateusz Grzesiak
Personal Brand Creation in the Digital Age Book PDF

Author : Mateusz Grzesiak
Publisher : Springer
Page : 185 pages
File Size : 48,8 Mb
Release : 2018-03-20
Category : Business & Economics
ISBN : 9783319696973

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Personal Brand Creation in the Digital Age by Mateusz Grzesiak Pdf

Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.

Narrative Advertising Models and Conceptualization in the Digital Age

Y?lmaz, Recep
Narrative Advertising Models and Conceptualization in the Digital Age Book PDF

Author : Y?lmaz, Recep
Publisher : IGI Global
Page : 360 pages
File Size : 55,8 Mb
Release : 2017-02-01
Category : Business & Economics
ISBN : 9781522523741

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Narrative Advertising Models and Conceptualization in the Digital Age by Y?lmaz, Recep Pdf

The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.

Transmedia Brand Storytelling

Karen E. Sutherland,Richie Barker
Transmedia Brand Storytelling Book PDF

Author : Karen E. Sutherland,Richie Barker
Publisher : Springer Nature
Page : 281 pages
File Size : 47,8 Mb
Release : 2023-11-04
Category : Business & Economics
ISBN : 9789819940011

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Transmedia Brand Storytelling by Karen E. Sutherland,Richie Barker Pdf

This book presents new global research on transmedia storytelling as a form of brand communication. It explores the theoretical underpinnings of transmedia storytelling and its practical application through survey and interview data from creatives, marketing, advertising and public relations practitioners. The final section analyzes contemporary campaigns from various countries and proposes a Transmedia Brand Storytelling Model for Practice, based on primary and secondary research data. The book aims to better understand and communicate the real-world opportunities and barriers to producing transmedia brand storytelling campaigns for practitioners.

Brand Storytelling

Miri Rodriguez,MIRIANIS RODRIGUEZ
Brand Storytelling Book PDF

Author : Miri Rodriguez,MIRIANIS RODRIGUEZ
Publisher : Kogan Page Publishers
Page : 232 pages
File Size : 47,9 Mb
Release : 2020-03-03
Category : Business & Economics
ISBN : 9780749490539

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Brand Storytelling by Miri Rodriguez,MIRIANIS RODRIGUEZ Pdf

WINNER: Independent Press Award 2021 - Marketing & Public Relations category WINNER: NYC Big Book Award 2020 - Sales and Marketing category WINNER: The Stevie Awards 2020 - 'Book of the Year' Silver award, Women in Business category Written by the award-winning storyteller Miri Rodriguez at Microsoft, this actionable guide goes beyond content strategy and, instead, demonstrates how to leverage brand storytelling in the marketing mix to strengthen brand engagement and achieve long-term growth, with advice from brands like Expedia, Coca Cola, McDonalds, Adobe and Google. 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. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It 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. Simplifying where to begin, how to benchmark success and ensure a consistent brand voice throughout every department, this book clearly shows how readers can align an emotive connection with the customer's personal values, experiences and aspirations, and how that will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for the long-term, rather than simply trying to win it. 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.

Storytelling in Marketing and Brand Communications

S M A Moin
Storytelling in Marketing and Brand Communications Book PDF

Author : S M A Moin
Publisher : Taylor & Francis
Page : 173 pages
File Size : 52,8 Mb
Release : 2024-07-12
Category : Business & Economics
ISBN : 9781040094594

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Storytelling in Marketing and Brand Communications by S M A Moin Pdf

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.

Advances in Digital Marketing and eCommerce

Francisco J. Martínez-López
Advances in Digital Marketing and eCommerce Book PDF

Author : Francisco J. Martínez-López
Publisher : Springer Nature
Page : 314 pages
File Size : 50,8 Mb
Release : 2023-05-30
Category : Business & Economics
ISBN : 9783031318368

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Advances in Digital Marketing and eCommerce by Francisco J. Martínez-López Pdf

The Digital Marketing and eCommerce Conference aims to bring together leading researchers and research scholars to exchange and share their experiences and research results on any aspects of ecommerce and digital marketing. This volume presents the proceedings of the 2023 edition in a collection of contributions with many original approaches. They address diverse areas of application such as online brand communities, channel design, online retailing, cryptocurrencies, user-generated content, TikTok, among others. A wide variety of theoretical and methodological approaches have been used.

The New Digital Storytelling

Bryan Alexander
The New Digital Storytelling Book PDF

Author : Bryan Alexander
Publisher : Bloomsbury Publishing USA
Page : 296 pages
File Size : 46,8 Mb
Release : 2011-04-07
Category : Language Arts & Disciplines
ISBN : 9780313387500

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The New Digital Storytelling by Bryan Alexander Pdf

This book surveys the many ways of telling stories with digital technology, including blogging, gaming, social media, podcasts, and Web video. Digital storytelling uses new media tools and platforms to tell stories. The second wave of digital storytelling started in the 1990s with the rise of popular video production, then progressed in the new century to encompass newer, social media technologies. The New Digital Storytelling: Creating Narratives with New Media is the first book that gathers these new, old, and emergent practices in one place, and provides a historical context for these methods. Author Bryan Alexander explains the modern expression of the ancient art of storytelling, weaving images, text, audio, video, and music together. Alexander draws upon the latest technologies, insights from the latest scholarship, and his own extensive experience to describe the narrative creation process with personal video, blogs, podcasts, digital imagery, multimedia games, social media, and augmented reality—all platforms that offer new pathways for creativity, interactivity, and self-expression.

Digital Dynamo: Unleashing the Power of Innovative Marketing in the Digital Age

Abidur Rahman
Digital Dynamo Unleashing the Power of Innovative Marketing in the Digital Age Book PDF

Author : Abidur Rahman
Publisher : Ocleno
Page : 9 pages
File Size : 51,6 Mb
Release : 2023-09-30
Category : Business & Economics
ISBN : 8210379456XXX

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Digital Dynamo: Unleashing the Power of Innovative Marketing in the Digital Age by Abidur Rahman Pdf

Dive into the pulsating heart of the digital revolution with 'Digital Dynamo: Unleashing the Power of Innovative Marketing in the Digital Age.' In this compelling exploration, embark on a transformative journey through the ever-changing landscape of digital marketing. From the foundational principles that underpin online success to the cutting-edge technologies shaping the future, this book is your definitive guide to mastering the art and science of digital marketing. Discover the evolution of the internet, unravel the secrets of compelling online presence, and venture into the dynamic realms of social media marketing, digital advertising, and the ethical considerations that guide responsible marketing practices. Delve deep into the world of emerging technologies like augmented reality and artificial intelligence, and learn how to navigate the complexities of sustainability and social responsibility in the digital age. With in-depth insights, real-world case studies, and practical strategies, 'Digital Dynamo' equips you with the knowledge and tools to not only survive but thrive in the digital marketplace. Whether you're an entrepreneur aiming to establish an online presence or a seasoned marketer striving to stay ahead of the curve, this book is your compass, guiding you toward innovative, ethical, and human-centric digital marketing practices. Prepare to revolutionize your approach, forge authentic connections with your audience, and unleash the full potential of your digital marketing endeavors. Your journey to becoming a digital dynamo starts here.