×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

StoryBranding: Creating Stand-Out Brands Through The Power of Story
     

StoryBranding: Creating Stand-Out Brands Through The Power of Story

by Jim Signorelli
 

Why would a 30-year advertising verteran claim that most advertising is a waste of money?

Having worked on many famous brands as an advertising executive, Jim Signorelli has found that today, in order for advertising to be truly effective, the brand being promoted must work the way a good story works. Many brands continue to get in their own way with an

Overview


Why would a 30-year advertising verteran claim that most advertising is a waste of money?

Having worked on many famous brands as an advertising executive, Jim Signorelli has found that today, in order for advertising to be truly effective, the brand being promoted must work the way a good story works. Many brands continue to get in their own way with an over-reliance on editorialized benefits. "Today, that's  a death-wish," says Signorelli. "To remain competitive, brands must provide consumers with story themes they can relate to, identify with, and share with their tribes."   

There are a number of books that discuss the parallels between stories and brands. But until this book was written, few, if any provide practical advice on how to apply story thinking to branding. Whether your brand is a product, service, or yourself, you'll be taken through the 6 steps that every brand should take in order to find it's oft-hidden story, the one that will make it most attractive to its audience. An easy, entertaining, and educational read, critics are saying this revolutionary book on branding is a must-read.   

Editorial Reviews

Library Journal
Advertising executive Signorelli was tired of the traditional approach to his craft, which he feels resulted in soulless hyperbole and mindless drivel. When preparing for a client meeting, he had an epiphany. Rather than doing a traditional brief for the client, identifying its brand's unique selling proposition, he wrote a story: a first-person narrative told from the prospective customer's point of view. Customers have problems they want solved, and their stories provide clues to understanding how the brand can solve them. Signorelli compares the "storybranding" process, which helps brands understand themselves, to the way stories teach us about the people in them. VERDICT Since advertising is, among other things, about building and nurturing relationships between the brand and the customer, the timeless tradition of storytelling is a natural approach to facilitate the process. Signorelli skillfully coaches his readers through understanding a brand's core values and aligning them to customers' needs. While branding and advertising books are a dime a dozen, the author's original approach and competent storytelling skills serve his topic well. After all, who doesn't like a good story?—Carol Elsen, Univ. of Wisconsin-Whitewater Libs.

Product Details

ISBN-13:
9781608321452
Publisher:
Greenleaf Book Group, LLC
Publication date:
01/01/2012
Pages:
220
Product dimensions:
6.20(w) x 9.10(h) x 1.00(d)

Videos

Meet the Author


Jim Signorelli is an advertising executive whose career has been spent at major national advertising agencies, including N.W. Ayer, W.B. Doner, Marsteller, Lois USA, and Frankel & Co. His clients have included Citibank, General Electric, Toshiba, Burger King, Arby’s, KFC, International Harvester, Blue Cross/Blue Shield, McDonald’s, The American Marketing Association, and many others. Jim is the cofounder and CEO of ESW StoryLab, a Chicago-based full-portfolio marketing firm, which was recognized by Inc. magazine three times as one of the fastest growing independent companies in the United States.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews