The Laws of Brand Storytelling

Win―and Keep―Your Customers’ Hearts and Minds

by Ekaterina Walter and Jessica Gioglio

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Pub Date Nov 02 2018 | Archive Date Nov 09 2018

Business, Leadership, Finance

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Description

From 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.

Advance Praise

“Filled with valuable insights, tools, and frameworks, The Laws of Brand Storytelling is sassy, strategic, and chock- full of great brand stories!”

— Charlene Li, New York Times bestselling author of Open Leadership and coauthor of Groundswell

“Not only a fascinating read but a practical how- to guide, The Laws of Brand Storytelling is for experienced marketers and novices alike and demonstrates how to put the heart back into your marketing. From the first chapter, Walter and Gioglio leave no doubt that, while the age- old art of storytelling may have changed to include GIFs, cinemagraphs, and infographics, the need for brands to separate themselves from their competitors through artful storytelling is greater than ever.”

— Karen Raskopf, Chief Communications Officer, Dunkin’ Brands, Inc.

“A comprehensive guide filled with inspirational examples of how any business can win customers’ hearts with storytelling. Recommended!”

— Jay Baer, Founder, Convince & Convert, and New York Times bestselling author of Hug Your Haters

“Reaching consumers has never been more difficult than it is today, but brands that are successful in crafting their story are the ones that truly differentiate themselves and win not just the hearts and minds of consumers, but their loyalty as well. Ekaterina and Jessica are great storytellers and this book provides the blueprint for brands of all sizes to engage their consumers in a more meaningful way.”

— Scott Hudler, Chief Marketing Officer, DICK’S Sporting Goods

“Where has this book been? The Laws of Brand Storytelling is a brilliantly crafted, approachable, and empowering resource for any business leader who wants their brand to stand out, engage customers, build loyalty, and garner more referrals. Rich with marketing wisdom, inspiring examples, and practical tools, The Laws of Brand Storytelling will help you effectively communicate your macro and micro brand stories in ways that engage and inspire. A must- read for anyone who wants to emotionally connect with and be remembered by prospects and customers alike.”

— Joseph Michelli, #1 New York Times bestselling author of The Starbucks Experience, The New Gold Standard, The Zappos Experience, and Driven to Delight

“A solid guide filled with real- world examples of big brands making big moves. Exceptionally useful.”

— John Gargiulo, Global Product Marketing Lead, Airbnb

“This is—hands down—the best book ever written about brand storytelling! It is a page- turner jammed with compelling stories about telling stories. I couldn’t put it down.”

— Jason Jennings, New York Times, Wall Street Journal, and USA Today bestselling author of Less Is More, Think Big, Act Small, and The Reinventors

“A brand is nothing but a promise delivered. Making an emotional connection with your customers is what’ll determine the success of your business. The Laws of Brand Storytelling is a comprehensive step- by- step guide to doing just that. Highly recommended.”

— Jeffrey Hayzlett, Chairman, C- Suite Network, and bestselling coauthor of The Mirror Test, Running the Gauntlet, and Think Big, Act Bigger

“Filled with valuable insights, tools, and frameworks, The Laws of Brand Storytelling is sassy, strategic, and chock- full of great brand stories!”

— Charlene Li, New York Times bestselling author of ...