Marketing consultant Jim Signorelli tells an interesting tale as he takes readers through his innovative “StoryBranding” strategy. He explains why human beings find good stories powerful, how the plots of great narratives thematically illustrate principles and beliefs that their audiences share and why marketers must connect the “inner and outer layers” of their products with their prospects’ values. Easy to read and filled with examples of companies whose brands connect with their customers through stories, this manual outlines a six-step approach to discovering the story of your brand. getAbstract recommends Signorelli’s innovative technique to marketing professionals who must create or re-create a brand that earns customer loyalty.
In this summary, you will learn
- Why using stories in marketing appeals to consumers,
- What makes a good brand story and
- How “StoryBranding” can help your brand resonate with clients and prospects.
About the Author
Jim Signorelli is co-founder and CEO of ESW StoryLab, a Chicago marketing agency.
Comment on this summary
7 years agogood read with a realistic approach to creating ads that are more than just ads. Signorelli makes clear how some of the world's most loved brands got that way. I recommend it to anyone tasked with making a brand meaningful.
7 years agoAccidentally rated this a 5...have not rated before and did not realize I was rating it right then and it will not let me back in to change it...would have given it at least a 7.