Storyscaping: Stop Creating Ads, Start Creating Worlds

Overview

Marketers, technologists, and corporate leaders are alwayssearching for ways to more effectively connect consumers with theirbrand. But the way consumers absorb information and make theirdecisions has changed. Companies need to stop creating ads andmarketing campaigns, and think in terms of Organizing Ideas,Systems Thinking, and platform creation, to create "worlds" ofconsumer experience.

Storyscaping offers a powerful new approach toadvertising and marketing in the digital age ...

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Overview

Marketers, technologists, and corporate leaders are alwayssearching for ways to more effectively connect consumers with theirbrand. But the way consumers absorb information and make theirdecisions has changed. Companies need to stop creating ads andmarketing campaigns, and think in terms of Organizing Ideas,Systems Thinking, and platform creation, to create "worlds" ofconsumer experience.

Storyscaping offers a powerful new approach toadvertising and marketing in the digital age that uses stories asthe foundation for designing emotional and transactionalexperiences for customers, both online and offline. Each connectioninspires customers to engage with others, so the brand becomes partof the customer's story. This step-by-step, actionable guidanceshows how to create immersive experiences that solve the challengeof connecting brands and consumers. Discover how to:

  • Identify and define your core desired consumer segment
  • Unlock or define your brand or organization's Purpose
  • Understand the emotional desires of your consumer
  • Establish a clear product/service positioning and offer
  • Understand and map how the consumer engages with the categoryand the product/service
  • Apply technology and build a Story System

Storyscaping outlines the process of developing anOrganizing Idea and creative plan for an immersive storyscapeexperience and explains how to define the role of marketingchannels. Measure, optimize, and evolve the customer experiencethrough the use of strong narratives that compel consumers to buyinto your brand and influence others to do the same.

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Product Details

  • ISBN-13: 9781118823286
  • Publisher: Wiley
  • Publication date: 4/7/2014
  • Edition number: 1
  • Pages: 256
  • Sales rank: 428,291
  • Product dimensions: 8.10 (w) x 8.10 (h) x 0.90 (d)

Meet the Author

GASTON LEGORBURU is Worldwide Chief Creative Officer ofSapientNitro, a new breed of agency that is redefining storytellingfor an always-on world. Recognized by Adweek 50 as a game-changerwho is modeling the agency of the future, Gaston sets much of thestrategic and creative vision for the agency and provides clientsforward-thinking insights on their most critical marketingchallenges. This has earned him the honor of many recognitions inmarketing and advertising and a seat on the juries of suchprestigious advertising award shows as D&AD, Cannes Festival ofCreativity, ADC, the One Show and the Webbys.

DARREN McCOLL is the Global ChiefBrand Strategy Officer of SapientNitro, where he collaborateswith global teams and clients to help create worlds of immersivestories and experiences. "Daz" as he is known, brings insight andstrategic 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 asought after speaker with experience that spans markets worldwideand his work has earned him many awards including: Effies, New YorkFestivals, The One Show, Clios, D&AD (Black Pencils), and threecoveted Cannes Lions Grand Prix.

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Table of Contents

Acknowledgments vii

About the Authors viii

PART ONE Great Storytelling Alone Won’t Save YourBusiness 1

00 INTRODUCTION 3

01 FROM THE CAMPFIRE 17

02 YOUR FIRST KISS 35

03 BRAVE NEW WORLDS 55

PART TWO Storyscaping Immersive Experiences for PowerfulBrand and Consumer Connections 77

04 THE STORYSCAPING MODEL 79

05 POWER OF WHY 91

06 WALK THE WALK 107

07 INSIGHT TO DESIRE 125

08 IN THEIR SHOES 143

09 THE ORGANIZING IDEA 165

10 MEET YOUR STORYSCAPE 181

11 WORLDS THAT SELL 199

12 SHOCK YOUR CULTURE 219

References 231

Index 241

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