Storyscaping

Stop Creating Ads, Start Creating Worlds

De: Gaston Legorburu, Darren McColl

Narrado por: Tim Andres Pabon

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.

©2014 Gaston Legorburu and Darren McColl (P)2014 Gildan Media LLC

Worthwhile Read with Actionable Tactics

Many books on the business benefits of stories and building of creative practices in general tend not to be so actionable. This book was an outlier as it provided the reader with great insights that can be put into production right away. I highly suggest anyone interested in the topic to read this book for more details.