The Laws of Brand Storytelling: Win―and Keep―Your Customers’ Hearts and Minds - Hardcover

Walter, Ekaterina; Gioglio, Jessica

Hardcover

ISBN 10: 1260440192 ISBN 13: 9781260440195

Publisher: McGraw Hill, 2018

Synopsis

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.

About this title

From the Back Cover

“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
“In the era where your brand is shaped by customer experiences, Ekaterina and Jessica teach you how to define and deliver those experiences through the incredible, human power of stories.”―Brian Solis, bestselling author of X: The Experience When Business Meets Design
“This terrific new book isn’t just a strategic guide to brand storytelling. It also serves up a ton of inspiration!"―Ann Handley, CCO, MarketingProfs, and Wall Street Journal bestselling author of Everybody Writes
“Ekaterina and Jessica capture the art and science of brand storytelling perfectly. The laws presented in their book should be every marketer’s laws, no questions asked. Every storyteller should heed the advice they provide, regardless of where they are in their career. It’ll not just make for better marketing, but better business.”―Shiv Singh, former SVP of Marketing, Visa Inc., and author of Savvy
“The power of brands lies in the stories that they tell. Advertising is only a small (and getting smaller) part of the story. In The Laws of Brand Storytelling, Ekaterina and Jessica really dig deep to help you (and your business) figure out how to win in a world where price and distribution is a losing position to bank on. Brands matter more than ever. Tell a better brand story, build a business forever―that’s what it’s all about.”―Mitch Joel, author of Six Pixels of Separation and Ctrl Alt Delete
“Every time you buy a brand, what you're really buying is a story. It's a story you hear in your head and feel in your heart. This amazing compendium of brand storytelling’s unwritten rules shows you exactly where that story came from, and gives step-by-step instructions to start writing your own. If you own a brand, you need to know these rules.”―Dan Roam, bestselling author of The Back of the Napkin and Draw to Win 
“The Laws of Brand Storytelling provide a solid framework and easy steps to humanizing your brand. A hugely valuable resource for individuals, brands, and startups alike!”―Pam Didner, author of Global Content Marketing and Effective Sales Enablement

About the Author

Ekaterina Walter has been at the forefront of the digital transformation revolution since its early days. At Intel, she led company-wide social media adoption. She spearheaded marketing and technology innovation as cofounder and CMO of Branderati, which was acquired by Sprinklr, a customer experience management platform. She now helps companies build customer-centric digital transformation strategies. She is the Wall Street Journal bestselling author of Think Like Zuck and the coauthor of The Power of Visual Storytelling.
Jessica Gioglio has spent over a decade leading transformative marketing, public relations, and social media programs for best-in-class companies, including Dunkin’ Donuts, TripAdvisor, State Street, Comcast, and Sprinklr. She was named one of the top marketing leaders to follow by LinkedIn, HubSpot, TopRank Online Marketing, the U.K.’s We Are The City, and more. She is the coauthor of The Power of Visual Storytelling.
Visit ekaterinawalter.com and jessicagioglio.com

Edition details

• Publisher: McGraw Hill
• Publication date: 2018
• ISBN 10: 1260440192
• ISBN 13: 9781260440195
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 288