S M A Moin

Storytelling in Marketing and Brand Communications (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Erscheinungstermin: 12. Juli 2024
• Englisch
• ISBN-13: 9781040094594
• Artikelnr.: 70655557

Autorenporträt

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