S M A Moin - Böcker

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.

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.

Creativity in Marketing Education: Storytelling, Imagination and Purpose reimagines the classroom as a space where creativity, imagination, and inclusivity drive learning. It reconceptualises every student as a protagonist on a journey of self-discovery, every educator as a guide and catalyst for change, the curriculum as a blank canvas for creativity, and teaching and learning as a symphony of possibility. This evocative collection invites readers to reimagine marketing education not as a rigid discipline but as a living, breathing act of art infused with story, values, and voice.Blending reflection with forward-thinking insight, the book explores how purposeful education can nurture both intellect and soul. From the ancient art of storytelling to the challenges of teaching in the age of imagination and artificial intelligence, each chapter intertwines narrative with ethical clarity and creative purpose. Educators are called to design with conscience, place creativity above convention, and redefine success in more human terms. At its heart lies a simple yet profound question: What does it mean to truly educate a marketer today? The answers span moral guidance, social inclusion, brand storytelling, and imaginative freedom – guided not by the need to fill minds but to kindle souls. Thus, teaching, when guided by creativity, care, purpose, and the power of story, is not a job or profession but a sacred calling. This essential guide offers practical exercises, ideation techniques, and industry case studies to help marketing educators create an inclusive, creativity-centred classroom. It provides a framework for nurturing imaginative, purpose-driven students prepared to lead and innovate in an ever-evolving world.This book will appeal to educators, scholars, and changemakers in the field of marketing, who believe that marketing can – and must – be a force for good.

This book reframes leadership for a world transformed by AI, accelerating technologies, and planetary fragility. It argues that leadership is no longer about control or optimisation but about orientation: knowing what matters, sensing direction, and acting with moral courage when certainty collapses. In this new era, inherited formulas fall short. What leaders need instead is disciplined imagination – curiosity expansive enough to explore new possibilities, yet grounded enough to stay accountable to human consequence.The book invites readers to see leaders as stewards, not owners; organisations as living systems, not machines; and leadership as an act of storytelling. Every story a leader tells shapes the world – connecting or fragmenting, regenerating or extracting, widening horizons or narrowing them. Drawing on leadership theory, systems thinking, ethics, narrative art, futures studies, and spiritual wisdom, the book blends rigorous insight with poetic depth, urging leaders to listen more deeply, imagine more boldly, and act with integrity.At its core are three navigational frameworks – the Leadership Compass, the Moral Gyroscope, and Cosmic Leadership – guiding leaders at all levels and across disciplines through purpose, people, performance, possibility, and ethics. Ultimately, the book poses a provocative question: when machines can optimise almost everything, what remains unmistakably human about leadership?

This book reframes leadership for a world transformed by AI, accelerating technologies, and planetary fragility. It argues that leadership is no longer about control or optimisation but about orientation: knowing what matters, sensing direction, and acting with moral courage when certainty collapses. In this new era, inherited formulas fall short. What leaders need instead is disciplined imagination – curiosity expansive enough to explore new possibilities, yet grounded enough to stay accountable to human consequence.The book invites readers to see leaders as stewards, not owners; organisations as living systems, not machines; and leadership as an act of storytelling. Every story a leader tells shapes the world – connecting or fragmenting, regenerating or extracting, widening horizons or narrowing them. Drawing on leadership theory, systems thinking, ethics, narrative art, futures studies, and spiritual wisdom, the book blends rigorous insight with poetic depth, urging leaders to listen more deeply, imagine more boldly, and act with integrity.At its core are three navigational frameworks – the Leadership Compass, the Moral Gyroscope, and Cosmic Leadership – guiding leaders at all levels and across disciplines through purpose, people, performance, possibility, and ethics. Ultimately, the book poses a provocative question: when machines can optimise almost everything, what remains unmistakably human about leadership?

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;