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.
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.
S M A Moin is an Associate Professor in Marketing and the Director of Teaching Associates at Queen Mary University of London: School of Business and Management. He is an interdisciplinary researcher in brand storytelling, creativity, and consumer trust. Before moving into academia, Moin worked in several industries, including the military (Navy), media, publishing, and financial services. As a management consultant, he advised various companies, worked for the world's largest international newspaper, and was part of a $4 billion international subsea project.
Inhaltsangabe
Foreword Professor Yasmin Ibrahim Chapter 1: The Divine Gift that Makes Us Human: Evolution of Storytelling and the Language of Marketing Chapter 2: Strategic and Tactical Brand Stories: Creating Emotional Triggers to Connect with the Consumers Chapter 3: Tango of the Brains: The Influence of Narrative Art Explained through Consumer Psychology and Neuroscience Chapter 4: Narrative Theories: Deciphering the Essential Story Elements Chapter 5: Storytelling Strategies: Life Philosophies and Narrative Tactics Explained in the Light of Genres Chapter 6: Make Your Customer the Hero: The Hero's Journey and Heroic Transformation in Marketing Chapter 7: Storified Brand Communications: The Art of Fiction-told and Purpose-told Storytelling and Their Application in Marketing Chapter 8: Brand-Consumer Romance in the Digital Age: Dancing through Transmedia Storytelling Chapter 9: Finding Your Voice in the Imagination Age: The Art of Personal Branding through Storytelling Chapter 10: Brand Storytelling in the Age of AI: The 'Artistic Science' that Sparks Magic and Mystery
Foreword Professor Yasmin Ibrahim Chapter 1: The Divine Gift that Makes Us Human: Evolution of Storytelling and the Language of Marketing Chapter 2: Strategic and Tactical Brand Stories: Creating Emotional Triggers to Connect with the Consumers Chapter 3: Tango of the Brains: The Influence of Narrative Art Explained through Consumer Psychology and Neuroscience Chapter 4: Narrative Theories: Deciphering the Essential Story Elements Chapter 5: Storytelling Strategies: Life Philosophies and Narrative Tactics Explained in the Light of Genres Chapter 6: Make Your Customer the Hero: The Hero's Journey and Heroic Transformation in Marketing Chapter 7: Storified Brand Communications: The Art of Fiction-told and Purpose-told Storytelling and Their Application in Marketing Chapter 8: Brand-Consumer Romance in the Digital Age: Dancing through Transmedia Storytelling Chapter 9: Finding Your Voice in the Imagination Age: The Art of Personal Branding through Storytelling Chapter 10: Brand Storytelling in the Age of AI: The 'Artistic Science' that Sparks Magic and Mystery
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