Skip navigation
StoryBranding
Book

StoryBranding

Creating Stand-Out Brands Through The Power of Story

Greenleaf Book Group, 2012 more...


Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

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.

Take-Aways

  • “StoryBranding” uses stories to show your prospects that you understand them and share their values.
  • A “small-t truth” tells consumers what you want them to believe.
  • A “Big-T Truth” conveys information to buyers that they already believe on their own.

About the Author

Jim Signorelli is co-founder and CEO of ESW StoryLab, a Chicago marketing agency.


Comment on this summary or Start Discussion

  • Avatar
  • Avatar
    P. L. 1 decade ago
    good 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.

  • Avatar
    L. O. 1 decade ago
    Accidentally 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.