£49.43

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

Name: Brand Storytelling in the Digital Age: Theories, Practice and Application
Brand: MACMILLAN
Price: 49.43 GBP
Availability: InStock

Branding & Logo Design

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Description

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.

Product Specifications

Brand: MACMILLAN
Format: hardcover
ASIN: 3030590844
Category: Books > Subjects > Arts & Photography > Graphic Arts > Commercial > Branding & Logo Design
Domain: Amazon UK
Release Date: 27 October 2020
Listed Since: 06 August 2020

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

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