Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape

Brand Storytelling is an innovative text that introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. It emphasizes digital and social media perspectives in the strategic planning and campaign process and surveys TV, radio, outdoor, print, earned, shared, owned, and paid media. It also features new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2. Instructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi.

Format: Hardback
Length: 320 pages
Publication date: 14 February 2023
Publisher: Rowman & Littlefield

Storytelling is a powerful tool that can be used to create effective brand stories in a digital-first integrated marketing communications plan. This innovative new text introduces students to the history of storytelling, the forms it takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today's digital-first media landscape. Keith A. Quesenberry and Michael K. Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications.

The text emphasizes digital and social media perspectives in the strategic planning and campaign process, covering TV, radio, outdoor, print opportunities, as well as earned, shared, owned, and paid media. It features chapters that introduce discipline foundations through key figures, main content sections explaining concepts with examples, templates and stats, a main case study, questions for consideration, and a list of key concepts for review. Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2, is included. Key terms are bolded and defined throughout and featured in a glossary along with an index of key concepts, figures, companies, and cases for easy reference. Plan/campaign research addresses evaluation and optimization of IMC execution, including descriptive, predictive, and prescriptive analytics. Instructor resources include chapter outlines, learning objectives, discussion questions, and a PowerPoint presentation.

Storytelling has been used throughout history to convey messages, values, and experiences. It can be used to create a sense of connection with consumers, build brand loyalty, and drive sales. In the digital-first media landscape, storytelling is even more important, as consumers are increasingly consuming content on their smartphones, tablets, and laptops.

There are several forms of storytelling, including narrative, descriptive, and persuasive. Narrative storytelling involves telling a story with a beginning, middle, and end, while descriptive storytelling involves describing a scene or event. Persuasive storytelling involves using storytelling to convince consumers to take a specific action.

Storytelling can be used in a variety of marketing communications channels, including advertising, PR, social media, and email marketing. Advertising can use storytelling to create a memorable and emotional connection with consumers, while PR can use storytelling to build brand reputation and credibility. Social media can use storytelling to engage with consumers and build a following. Email marketing can use storytelling to create a personalized and relevant message.

To develop an effective brand story, it is important to understand your target audience. You should also develop a clear message that you want to convey to your audience. You should also use storytelling techniques to create a memorable and emotional connection with your audience.

One of the most important aspects of storytelling is the use of visuals. Visuals can help to convey your message and make your story more memorable. You should use high-quality images, videos, and graphics in your storytelling. You should also use storytelling techniques to create a visual narrative that will engage your audience.

Another important aspect of storytelling is the use of storytelling techniques. Storytelling techniques can help to create a sense of urgency, excitement, and empathy. You should use storytelling techniques to create a story that will resonate with your audience.

Storytelling can also be used to address social and environmental issues. By using storytelling to address social and environmental issues, you can help to build brand reputation and credibility. You can also use storytelling to inspire your audience to take action.

In conclusion, storytelling is a powerful tool that can be used to create effective brand stories in a digital-first integrated marketing communications plan. By understanding your target audience, developing a clear message, using storytelling techniques, and using visuals, you can create a story that will resonate with your audience and drive sales. Whether you are a marketing communications professional or a student, this text is a valuable resource that will help you to integrate storytelling into your brand communications.

Dimension: 229 x 152 (mm)
ISBN-13: 9781538176375