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Storyscaping

ebook
How to use powerful tools to engage customers with your brand

Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more.

  • Shows how to map how the consumer engages with the category and product/service
  • Explains how to develop an organizing idea and creative plan for an immersive storyscape experience
  • Defines the role of marketing channels around the organizing idea
  • Establishes how technology can be applied to the experience
  • Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com


    Expand title description text
    Publisher: Wiley

    Kindle Book

    • Release date: January 14, 2014

    OverDrive Read

    • ISBN: 9781118871232
    • Release date: January 14, 2014

    EPUB ebook

    • ISBN: 9781118871232
    • File size: 5108 KB
    • Release date: January 14, 2014

    PDF ebook

    • ISBN: 9781118871348
    • File size: 24285 KB
    • Release date: January 14, 2014

    Formats

    Kindle Book
    OverDrive Read
    EPUB ebook
    PDF ebook

    subjects

    Business Nonfiction

    Languages

    English

    How to use powerful tools to engage customers with your brand

    Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more.

  • Shows how to map how the consumer engages with the category and product/service
  • Explains how to develop an organizing idea and creative plan for an immersive storyscape experience
  • Defines the role of marketing channels around the organizing idea
  • Establishes how technology can be applied to the experience
  • Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com


    Expand title description text
    • Details

      Publisher:
      Wiley

      Kindle Book
      Release date: January 14, 2014

      OverDrive Read
      ISBN: 9781118871232
      Release date: January 14, 2014

      EPUB ebook
      ISBN: 9781118871232
      File size: 5108 KB
      Release date: January 14, 2014

      PDF ebook
      ISBN: 9781118871348
      File size: 24285 KB
      Release date: January 14, 2014

    • Creators
    • Formats
      Kindle Book
      OverDrive Read
      EPUB ebook
      PDF ebook
    • Languages
      English