Brand Storytelling in the Digital Age: Theories, Practice and Application

Name: Brand Storytelling in the Digital Age: Theories, Practice and Application
Brand: Springer
SKU: 9783030590840
Price: 4730.0 INR
Availability: InStock

by S. M. A. Moin

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ISBN13: 9783030590840
Binding: Hardcover
Subject: N/A
Publisher: Springer
Publisher Imprint: Palgrave MacMillan
Publication Date: October 27, 2020
Pages: 100
Original Price: EUR 64.99
Language: English
Edition: 2020
Item Weight: 300 grams
BISAC Subject(s): Marketing / General, E-Commerce / Online Trading, and Production & Operations Management

About The Book

Inextricably linked to human evolution, storytelling has always been a key element of the marketer's toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating.

Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers' hearts and minds.

Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

About The Author

S M A Moin is Associate Head of Research and Scholarship at Coventry University London, UK. He is an interdisciplinary researcher interested in storytelling, branding, trust, creativity and purposeful leadership. Moin spent 23 years in different industries including navy, media, publishing, and financial services before his third transformation into academia.

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