Synopses & Reviews
Who is that masked brand?
StoryBranding 2.0 is a second edition of the award winning, best selling book that has sparked enthusiasm among marketing luminaries, CEO’s, entrepreneurs, and personal branding advocates. In this book, Jim Signorelli, a 30-year veteran of major branding campaigns, challenges the myth that causes brands to hide behind a mask of ineffective artificiality. It is the myth that pushes brands to be something they aren’t, or something they simply will never become.
It is the long-standing myth that the customer is King.
Every year, brands spend billions of dollars fashioning their identities in order to walk, talk, and act the way customers want them to. Much like the insincere politician who merely manufactures his or her identity to gain votes, motives become transparent, especially as information sharing opportunities gain traction.
The truth about any brand is its foundational story. It’s the one about universal beliefs and values that customers will readily identify with. It’s the one that is propelled by a brand’s internal cause that is passionately and irrevocably adhered to. Unfortunately, many brands are not in touch with who they are. Instead of using the voice of the consumer as a feed- back mechanism, they put the consumer in charge of their story. In turn, this drowns out the brand’s true voice—the voice that has always been there but merely needs a surge of confidence and passion.
Oftentimes the only fundamental change any brand needs to make is an improved sense of the values and beliefs that haven’t changed.
StoryBranding is not another “how to” book about using stories as a way to create advertising messages. Instead, it is a book for anyone who has asked the question, “what do we stand for?” And to get at the answer it draws on story structure as its toolkit. It does this in order to show how any brand is like the protagonist setting out to deal with certain struggles on its journey towards certain goals. And it provides some valuable and proven navigation tools.
Synopsis
Synopsis
The ultimate how-to book about brand storytelling Brand storytelling is all the rage in marketing. But few books explain how to go about cultivating and promoting that story. This is the book that does.
StoryBranding 2.0 is an updated edition of the award-winning, best-selling book that has sparked enthusiasm among marketing luminaries, CEOs, entrepreneurs, and personal branding advocates.
Developing your brand's story must start with an understanding of what a story really is and how it is structured. Then, using this essential structure as scaffolding, you can begin to answer specific questions that will help you develop your brand's most authentic story--the story that will do the most to capture the hearts and minds of prospects. As your brand sets out to overcome obstacles in order to achieve its goals, you will:
- be guided every step of the way towards defining who your brand is and why it exists.
- learn how to use a unique immersion technique that will help you achieve greater empathy with your most likely prospects.
- know how to overcome controllable obstacles standing in the way of your brand's success.
- learn how to tell your brand's story so that it truly resonates with prospects.
- find ways to galvanize support for your brand's story throughout your organization.
- see how the StoryBranding process can be applied to you personally and in everyday selling situations.
Written by a thirty-five-year veteran of marketing and advertising who has worked on major national brands, this is the ultimate how-to brand-planning book for professionals and beginners alike. Besides being instructive and full of real-life examples, it is highly entertaining, as the author recounts experiences he's had during his long career as an advertising executive.
Synopsis
Take a brand-first approach to marketing with the time-tested tools of storytellingStories sell. Whether it’s to demonstrate the importance of love, courage, or freedom, some human value always underlies the reason stories are told. And successful stories reveal truth without preaching or getting in their own way. StoryBranding works much in the same way by moving beyond the functionality of a brand to resonate and emotionally connect with a prospect’s existing belief system.
Developed by a thought leader in the advertising industry who has assisted a long list of clients in creating successful brands, StoryBranding 2.0 builds on the breakthrough approaches of the first edition and helps businesses identify their brand’s core values by exploring the archetypes, goals, and beliefs inherent in each brand.
With new elements and insights, including ten new essays from from the author, StoryBranding 2.0 teaches readers how to blueprint a convincing message by thinking of themselves as authors rather than salespeople. StoryBranding is an essential planning process to use before any selling message is devised, be it a story, an exposition, a PR release, a resume, or any other form of persuasive communication.
Marketers can forget about the age-old marketing myths they’ve been saddled with for far too long. The StoryBranding process will help them match their brand with the right prospects and begin forming lasting relationships.
Synopsis
Who is that masked brand? Synopsis
The ultimate how-to book about brand storytelling
About the Author
Jim Signorelli is a marketing thought leader and speaker who has been acclaimed as one of the world’s foremost experts on the subject of StoryBranding. Signorelli’s articles and interviews have been featured in magazines, newspapers and on radio talk shows throughout the U.S. Canada and Europe. His career has been spent working at major advertising agencies throughout the U.S. on accounts like Citibank, General Electric, Toshiba, Kraft Foods, Burger King, KFC, Taco Bell, McDonald’s, The American Marketing Association, Blue Cross/Blue Shield and many others.
Jim is the founder and CEO of eswStoryLab. a branding consultancy and marketing services agency that has been ranked among the top agencies in Chicago by Crain’s Chicago Business and has been named to the Inc. 5000 list of fastest growing independent companies in the U.S. three years in a row. His first edition of StoryBranding was awarded a Gold Medal in Marketing/Advertising from Axiom Books. Additionally, Jim is the recipient of U.S. Bank’s Smart Leaders Award.