Brand Storytelling: Put Customers at the Heart of Your Brand Story

by Miri Rodriguez

Overview

FINALIST: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award (first edition)

Written by the award—winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by.

Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories.

Brand Storytelling provides a step—by—step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine—learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.

Product Details

ISBN-13:	9781398610088
Publisher:	Kogan Page, Ltd.
Publication date:	07/25/2023
Edition description:	2nd ed.
Pages:	256
Product dimensions:	6.30(w) x 0.59(h) x 9.25(d)

About the Author

Miri Rodriguez, based in Pompano Beach, Florida, is an award—winning, globally recognized storyteller and Senior Storyteller for Future of Work at Microsoft. She is a creative journalist, content strategist and a renowned keynote speaker and international thought leader in brand storytelling, personal branding and youth entrepreneurship. She has earned several awards in digital marketing and customer experience and is ranked as a top in—demand speaker at leading industry conferences globally. Her previous clients include Adobe, Discover, Walmart and McKesson.

Table of Contents

** Chapter — 01: Brand storytelling: what is it?; ** Chapter — 02: Where do I start? Introduction to Design Thinking; ** Chapter — 03: The magic and magic tricks in story'; ** Chapter — 04: IMC reimagined: building an integrated marketing plan with story; ** Chapter — 05: The brand story hero: putting your customer at the heart of your brand story; ** Chapter — 06: If story is magic, vulnerability is the magic wand; ** Chapter — 07: Ethics in storytelling: when to use your secret weapons; ** Chapter — 08: Immersive storytelling: exploring the story experience; ** Chapter — 09: Your best brand storytellers in the digital age: employees and influencers; ** Chapter — 10: Marketing (actually, testing) your brand story; ** Chapter — 11: Benchmarking your brand story; ** Chapter — 12: The future of brand storytelling: how AI, machine learning and automation can only tell one side of the story; ** Chapter — 13: Villains and antagonists: The bad guys who want to tear down your brand story; ** Chapter — 14: Inspire your brand story: interviews with leading storytellers around the world; ** Chapter — 15: The Storytelling Workbook: Your step—by—step guide to designing brand stories;

Editorial Reviews

"The importance of storytelling in brand marketing has long been underscored, but few have developed a framework so thorough and methodical as Miri Rodriguez in Brand Storytelling. Rodriguez uses design thinking principles to position storytelling in a new light, while showcasing it as a powerful component of any brand. Whether you're a marketer at the front end or tail end of your career, Brand Storytelling brings a fresh perspective to an integral part of your brand toolkit, and the accompanying Story Design Playbook provides an essential and complementary tool to help equip your clients and teams with this practical, meaningful perspective."

Amanda Gonzalez

"Brand Storytelling by Miri Rodriguez is not just a guide; it is a roadmap that leads us to become storylords! It is a profound conversation that delves into the essence of storytelling, its significance and why it holds such power. From the moment I started reading, it felt as though I was sitting down with Rodriguez, captivated in an enlightening dialogue. Her ability to share her insights and experiences is truly remarkable. She effortlessly articulates the complexities of storytelling, unraveling its magic and unveiling its secrets. What sets this book apart is its invaluable guidance on developing one's own brand story. Rodriguez takes us on a transformative journey, step by step, prompting us to dig deep into our own identity, purpose and the audience we aim to serve in order to design our brand story. It is a masterful blend of introspection and practicality that compels us to reflect on who we are and why we exist in the first place. Moreover, it guides us, inspires us and ultimately empowers us!"

Maria Mensing

"Miri's book demonstrates that even in an era of sophisticated generative artificial intelligence, nuance and emotional depth of human connection are irreplaceable in brand storytelling. It's an essential guide for anyone looking to authentically convey their brand narrative."

Jared Curtis

"Brand Storytelling is an empowering journey that has revolutionized my personal brand and that of my students. Rodriguez's book beautifully integrates design thinking and story elements, liberating readers from the constraints of technical jargon in communications and unleashing brilliant, innovative ideas. I discovered new ways to set myself apart as a dynamic speaker and workshop leader right from the first chapter and was able to delve deeper into my brand and mission with the comprehensive workbook. The book, in short, is transformative."

Douglas Scherer

"We all know storytelling with purpose and intent is at the center of the most successful brands, and yet so many companies struggle to develop effective brand stories. This new edition of Brand Storytelling with the Story Design Playbook is exactly what companies need to succeed at designing stories that engage, inspire and drive business outcomes."

Lee Odden

"Miri Rodriguez's second edition of her best—selling book, Brand Storytelling: Put Customers at the Heart of Your Brand Story is the much sought—after playbook for how to achieve intimacy at scale with your audience. The companion workbook takes the guesswork out of authentic, empathetic storytelling where your customers are the heroes of your brand. Get ready to be wowed and laugh out loud time and time again as you feel like you are having a casual chat with Rodriquez poolside in her backyard reading her unending well of masterful stories."

Rani Mani

"Brand Storytelling is a masterful approach to branding and marketing for agencies and consultants. Through actionable steps and practical templates, the Brand Storytelling workbook helps leaders craft intentional narratives that seamlessly align with their clients' brand purpose and mission. If you want to differentiate yourself from the 'sea of sameness' in today's market and deliver impactful stories to your clients, look no further. This book is for you!"

Stacey Danheiser

"Brands that can tell the best stories don't just get ahead in business; they actually shape society and culture. They are the ones that will be remembered for generations. This gem by Miri Rodriguez will show you how to do it. It's packed with wisdom and practical advice from tons of leading consumer brands, and will help you develop the type of genuine, lasting consumer brand loyalty that every business craves."

Jeff Tan

"The art of storytelling has been part of life for centuries. Today, it touches on both art and science, accentuating how we communicate and share impact with who and what matters. In Brand Storytelling, Miri guides readers with actionable insights to build immersive connections, experiences and outcomes centered around customers, employees, partners and communities through value, creativity and empathy. From story mapping and design thinking to editing and multi—format content development (even with emerging innovation like AI), this book is a must for anyone needing to craft a brand foundation alongside the hearts, minds and souls of their audiences."

Ian Gertler

"Readers will emerge from Brand Storytelling with the ability to communicate their brand stories with clarity and with assurance that their words will inspire their audience to action."

Eunice Kim

"A trailblazing masterclass in how to become a storylord. Miri Rodriguez relays the evocative, authentic art of storytelling through tangible practicality, charisma and confidence."

Jeannine Schloss

"Storytelling is the foundation of all communication, but is but is often overlooked. Miri Rodriguez is not only one of the best storytellers out there, but is also able to give practical, reliable, easy-to-implement advice for the real world. Well worth the read."

EVP & GM of Consumer and Small to Medium Business Craig Stilwell

"We know how important storytelling is - it captures the hearts and minds of your consumer in a way that no other type of marketing can. After seeing Miri Rodriguez's dynamic presentation about brand storytelling at my conference in Sydney, I could not wait to read her book. It does not disappoint. Rodriguez helps you to discover your story and provides a template to help you craft it and share it with the world. It is a must read for every business."

CEO of the Social Media Marketing Institute and Aw Mireille Ryan

"Miri Rodriguez inspires us to be the best, by being story designers driven by the power of empathy, vulnerability and authenticity. A must-read for generations to come, Rodriguez has created a masterpiece with a profound, delicate and fascinating equilibrium. This book is for readers of any industry or role, for entrepreneurs and business leaders, students and anyone interested in using a guide to understand, value and apply the power of storytelling to awaken and inspire emotions and transform them into meaningful actions."

General Manager - Zebra Technologies Dieter Avella

"An essential practical guide for anyone seeking to harness the power of the brand journalism movement that has revolutionized communications over the past decade. Whether it's benchmarking, waving the 'magic wand' of vulnerability or amassing an army of storytellers, Rodriguez's methods will electrify the town square of any organization."

Mark Ragan

"An engaging and insightful must-read for all digital marketers and storytellers. Plenty of ah-ha moments for brand storytellers seeking to infuse their communication strategies and tactics with empathy and vulnerability that will resonate with their customers, but in the most authentic, emotional, and immersive way possible. Brand Storytelling provides an essential journey for brand storytellers that truly does put the customer at the heart of the story."

Senior Writer - The Walt Disney Company Michael Raymond

"Rodriguez's insights and advice on brand storytelling are critically relevant for both public and private sector organizations alike to survive, succeed, and stand out in a crowded social media landscape of noise and distractions."

Deputy Police Chief & Social Media Influencer Chris Hsiung