StoryBranding 2.0 (Second Edition): Creating Stand-Out Brands Through the Purpose of Story

Overview


Who is that masked brand?

StoryBranding 2.0 is a second edition of the award winning, best selling book that has sparked enthusiasm among marketing luminaries, CEO’s, entrepreneurs, and personal branding advocates. In this book, Jim Signorelli, a 30-year veteran of major branding campaigns, challenges the myth that causes brands to hide behind a mask of ineffective artificiality. It is the myth that pushes ...

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Overview


Who is that masked brand?

StoryBranding 2.0 is a second edition of the award winning, best selling book that has sparked enthusiasm among marketing luminaries, CEO’s, entrepreneurs, and personal branding advocates. In this book, Jim Signorelli, a 30-year veteran of major branding campaigns, challenges the myth that causes brands to hide behind a mask of ineffective artificiality. It is the myth that pushes brands to be something they aren’t, or something they simply will never become.

It is the long-standing myth that the customer is King.

Every year, brands spend billions of dollars fashioning their identities in order to walk, talk, and act the way customers want them to. Much like the insincere politician who merely manufactures his or her identity to gain votes, motives become transparent, especially as information sharing opportunities gain traction.

The truth about any brand is its foundational story. It’s the one about universal beliefs and values that customers will readily identify with. It’s the one that is propelled by a brand’s internal cause that is passionately and irrevocably adhered to. Unfortunately, many brands are not in touch with who they are. Instead of using the voice of the consumer as a feed- back mechanism, they put the consumer in charge of their story. In turn, this drowns out the brand’s true voice—the voice that has always been there but merely needs a surge of confidence and passion.

Oftentimes the only fundamental change any brand needs to make is an improved sense of the values and beliefs that haven’t changed.

StoryBranding is not another “how to” book about using stories as a way to create advertising messages. Instead, it is a book for anyone who has asked the question, “what do we stand for?” And to get at the answer it draws on story structure as its toolkit. It does this in order to show how any brand is like the protagonist setting out to deal with certain struggles on its journey towards certain goals. And it provides some valuable and proven navigation tools.

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Product Details

  • ISBN-13: 9781626340312
  • Publisher: Greenleaf Book Group Press
  • Publication date: 2/25/2014
  • Edition number: 2
  • Pages: 296
  • Sales rank: 1,423,759
  • Product dimensions: 6.24 (w) x 9.40 (h) x 1.10 (d)

Meet the Author


Jim Signorelli is a marketing thought leader and speaker who has been acclaimed as one of the world’s foremost experts on the subject of StoryBranding. Signorelli’s articles and interviews have been featured in magazines, newspapers and on radio talk shows throughout the U.S. Canada and Europe.  His career has been spent working at major advertising agencies throughout the U.S. on accounts like Citibank, General Electric, Toshiba, Kraft Foods, Burger King, KFC, Taco Bell, McDonald’s, The American Marketing Association, Blue Cross/Blue Shield and many others.  

Jim is the founder and CEO of eswStoryLab. a branding consultancy and marketing services agency that has been ranked among the top agencies in Chicago by Crain’s Chicago Business and has been named to the Inc. 5000 list of fastest growing independent companies in the U.S. three years in a row.  His first edition of StoryBranding was awarded a Gold Medal in Marketing/Advertising from Axiom Books.  Additionally, Jim is the recipient of U.S. Bank’s Smart Leaders Award.

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