000			02669 a2200193 4500
999			_c50910 _d50910
008			190123b ||||| |||| 00| 0 eng d
020			_a978-1-260-44019-5
082			_a658.827/Wal/Gio
100			_aWalter, Ekaterina; Gioglio, Jessica _932932
245			_aThe laws of brand storytelling: win―and keep―your customers’ hearts + minds
260			_aNew York _bMcGraw-Hill _c2019
300			_aiv, 277 _bHardbound
520			_aFrom the bestselling authors of The Power of Visual Storytelling comes the highly anticipated follow-up, The Laws of Brand Storytelling―the definitive quick-reading rulebook for how to use the power of storytelling to win over customers’ hearts, minds, and long-term loyalty We have been sharing stories from the beginning of human civilization―for good reason. Stories captivate our attention and build communities by bringing ideas, emotions, and experiences to life in a memorable way. This is proving to be an increasingly potent strategy in the era of the connected digital consumer. With consumers more empowered than ever before, your brand isn’t what you say it is anymore, it is what consumers say it is. As a result, capturing customers’ hearts and minds today requires businesses to prioritize emotional connections with customers, to be in the moment, having authentic conversations, to share relevant, inspiring stories that move and motivate people to take action. How? By following these laws: •The Protagonist Laws: Know Who You Are •The Strategy Laws: Understand Your Goals •The Discovery Laws: Find Your Story •The Story-Making Laws: Craft Your Story •The Channel Laws: Share Your Story •The Laws of Engagement: Engage with Your Communities Packed with inspiring tips, strategies, and stories from two leading marketing innovators, The Laws of Brand Storytelling shows business leaders and marketing professionals the power storytelling has to positively impact and differentiate your business, attract new customers, and inspire new levels of brand advocacy. The authors lay down the law―literally―for readers through a compelling step-by-step process of defining who you are as a brand, setting a clear strategy, sourcing the best stories for your business, and crafting and delivering compelling narratives for maximum effect. Win your customers’ hearts and minds, and you win their business and their loyalty.
650			_aBrand Management, _932933
650			_aBig Brand -stories, _932934
650			_aCustomer satisfaction _932935
942			_2ddc _cBK