Brand Storytelling in the Digital Age

Theories, Practice and Application

Inbunden, Engelska, 2020

768 kr

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Beskrivning

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;

Produktinformation

Utgivningsdatum:2020-10-27
Mått:148 x 210 x 14 mm
Vikt:292 g
Format:Inbunden
Språk:Engelska
Antal sidor:100
Förlag:Springer Nature Switzerland AG
ISBN:9783030590840

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Mer om författaren

S M A Moin is Associate Head of Research and Scholarship at Coventry University London, UK. He is an interdisciplinary researcher interested in storytelling, branding, trust, creativity and purposeful leadership. Moin spent 23 years in different industries including navy, media, publishing, and financial services before his third transformation into academia.

Innehållsförteckning

1. Introduction: The Ancient Art of Storytelling and the Language of Marketing.- 2. Brand Storytelling: A Review of the Interdisciplinary Literature.- 3. Storytelling for Minds: Neuroscience’s Approaches to Branding.- 4. Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age.- 5. Character and Plot: Narrative Structure and the Art of the Archetype Enactment.- 6. Conclusion: The Future of Storytelling.