Brand Storytelling: Put Customers at the Heart of Your Story

Learn how emotive storytelling can humanize a brand and drive growth by placing the customer at the center of your brand narrative. This book examines why customers’ lives change when a brand is part of their story, not just how the product or service helps them. Now in its second edition, Brand Storytelling expands on story experience and employee experience, and explores storytelling in a post-pandemic era. It offers a practical How to Guide that walks readers through the design thinking process to prototype stories, assess and rebuild a brand narrative, and move from a “hero” to a “sidekick” mentality where the customer becomes a key influencer. Featuring interviews and case studies from leading brands, it highlights authentic brand loyalty and human connection, while explaining why machine-learning, AI and automation provide only one side of the story.

Written by Miri Rodriguez, an award-winning storyteller at Microsoft, the work draws on essential storytelling techniques and emphasizes shifting focus from product benefits to transformative customer outcomes. The second edition includes new trends and expands on story and employee experiences, with insights from brands such as Expedia, Coca-Cola, McDonald’s, Adobe and Google. The book is available in a reprint edition, paperback, with 232 pages, published by Kogan Page.

Kenmerken

• Finalist: 2023 AMA Foundation Leonard L. Berry Marketing Book Award
• Auteur: Miri Rodriguez, Microsoft
• Tweede editie met nieuwe trends en ervaringen
• Design thinking-proces als praktische handleiding
• Verandert merkverhaal van held naar sidekick
• Casestudies van Expedia, Coca-Cola, McDonald’s, Adobe, Google