Storyscaping

Stop Creating Ads, Start Creating Worlds

Inbunden, Engelska, 2014

Av Gaston Legorburu, Darren McColl, Darren Mccoll

279 kr

Slutsåld

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/serviceExplains how to develop an organizing idea and creative plan for an immersive storyscape experienceDefines the role of marketing channels around the organizing ideaEstablishes how technology can be applied to the experienceLearn 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

Produktinformation

Utgivningsdatum2014-04-08
Mått203 x 203 x 20 mm
Vikt612 g
FormatInbunden
SpråkEngelska
Antal sidor256
FörlagJohn Wiley & Sons Inc
ISBN9781118823286

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GASTON LEGORBURU is Worldwide Chief Creative Officer of SapientNitro, a new breed of agency that is redefining storytelling for an always-on world. Recognized by Adweek 50 as a game-changer who is modeling the agency of the future, Gaston sets much of the strategic and creative vision for the agency and provides clients forward-thinking insights on their most critical marketing challenges. This has earned him the honor of many recognitions in marketing and advertising and a seat on the juries of such prestigious advertising award shows as D&AD, Cannes Festival of Creativity, ADC, the One Show and the Webbys. DARREN McCOLL is the Global Chief Brand Strategy Officer of SapientNitro, where he collaborates with global teams and clients to help create worlds of immersive stories and experiences. “Daz” as he is known, brings insight and strategic guidance to many of the world’s biggest brands including: Virgin, McDonald’s, Nestlé, Mars, Foster’s, Burger King, Subway, Footlocker, ESPN, Volvo, Chrysler and Coca-Cola. He is a sought after speaker with experience that spans markets worldwide and his work has earned him many awards including: Effies, New York Festivals, The One Show, Clios, D&AD (Black Pencils), and three coveted Cannes Lions Grand Prix.

Acknowledgments viiAbout the Authors viiiPART ONE Great Storytelling Alone Won’t Save Your Business 100 INTRODUCTION 301 FROM THE CAMPFIRE 1702 YOUR FIRST KISS 3503 BRAVE NEW WORLDS 55PART TWO Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections 7704 THE STORYSCAPING MODEL 7905 POWER OF WHY 9106 WALK THE WALK 10707 INSIGHT TO DESIRE 12508 IN THEIR SHOES 14309 THE ORGANIZING IDEA 16510 MEET YOUR STORYSCAPE 18111 WORLDS THAT SELL 19912 SHOCK YOUR CULTURE 219References 231Index 241