Brand Storytelling

Learn how and why storytelling works and develop integrated advertising, PR, and strategic marketing communications campaigns that leverage your brand’s story within today’s digital-first media landscape.Now in a second edition with new case studies, updated statistics, sections on cultural strategy and archetypes, extensive exploration of AI use, this guide is packed with practical guidance and exercises for students and professionals.Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities, as well as paid, earned, shared, and owned media.Features:-Chapters introduce discipline foundations through key figures, main content sections explaining concepts with examples, templates and stats, case studies, questions for consideration, and list of key concepts for review.-Key terms are bolded and defined throughout and featured in a glossary along with an index of key concepts, figures, companies, and cases for easy reference.-Campaign research addresses evaluation and optimization of IMC execution, including descriptive, predictive, and prescriptive analytics.-New case studies reference campaigns from The Odyssey film, The World Cup, Apartments.com, Snapple Quaker Oats, Uber Eats' NFL, Stella Artois, and TurboTax. -New technologies, trends, and theories include micro-drama and short-form social media videos; marketing myopia; Jobs-to-Be-Done theory; brand archetypes and anti-archetypes; the SIVA model; generative engine optimization (GEO); Google's RSAs, RDAs, and P-Max campaigns; virtual AI influencers, AI media-buying; Meta Muse; and Google Analytics 4 (GA4) UTM tracking. Instructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi.