Storyscaping : stop creating ads, start creating worlds / Gaston Legorburu & Darren McColl ; John Starr, cover image and design ; Ariel Bellumio, illustrations ; Francis Ferrazza, infographics ; Antonio Caballero, photography.

Format:

Book

Author/Creator:

Legorburu, Gaston.

Contributor:

McColl, Darren.

Starr, John.

Bellumio, Ariel.

Ferrazza, Francis.

Caballero, Antonio.

Language:

English

Subjects (All):

Advertising.

Storytelling.

Branding (Marketing).

Physical Description:

1 online resource (258 p.)

Edition:

1st edition

Place of Publication:

Hoboken, New Jersey : Wiley, 2014.

Language Note:

English

System Details:

text file

Summary:

How to use powerful tools to engage customers with your brand Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces ""storyscaping"" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with

Contents:

Storyscaping: Stop Creating Ads, Start Creating Worlds; Copyright; Contents; Acknowledgments; About the Authors; Part 1: Great Storytelling Alone Won't Save Your Business; Introduction; The Fast, Cheap, and Good Rule; Price-Based Differentiation; Story-Based Differentiation; Experience-Based Differentiation; Storyscaping Differentiation; Price-Based Differentiation; Story-Based Differentiation; Experience-Based Differentiation; Storyscaping Differentiation; Chapter 1: From the Campfire: Making Sense of the World through Story; The Box with 8 Crayons; Step Up to the Big Box of 24 Crayons

Story Is Our Currency Double This and Half That; Talk About Ripple Effect; Chapter 2: Your First Kiss: Harnessing the Power of Experience; Power of Experience; Consumer Expectations; Consumers Are Marketers; Consumers Have Spidey Sense; Experience-Based Differentiation vs. Product Differentiation; Technology Is an Enabling Tool; Chapter 3: Brave New Worlds: Moving from Storytelling to Storyscaping; Your College Years Were Not a Total Waste; Worlds by Design; Widen Your Experience Space; Easier Entry to Market; That's Some Kind of Fragment You Got There; People Are Walking, Breathing Filters

The Brand as Content Creator Blending the Power of Two; Does Technology Inspire the Story, or Does the Story Inspire Technology?; Part 2: Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections; Chapter 4: The Storyscaping Model: Deciphering the Code to Creating Worlds; Foundation for Real Success; No Void in the Experience Space; A Clear Perspective; Good Things Are Worth Evolving; Chapter 5: Power of Why: Unlocking Your Organization's Purpose for Increased Brand Value; Erect Pillars for Strength; What Purpose Is Not; What Purpose Is; Applying Purpose with Purpose

The Journey of Discovery, Not Invention Chapter 6: Walk the Walk: Driving the Authentic Brand Behaviors That Fuel Business Growth; Positioning for Position; The Consequence of Expectation; A Functional Solution to Experience Differentiation; Walking the Walk; Transparency Is Fashionable; The Gift of Function; Step Up Your Walk; Chapter 7: Insight to Desire: Understanding the Values and Aspirations of the Consumer; Change or Cash In; Skin in the Game; Fancy Meeting You Here; Ask and You Shall Receive; Revert to Age Five

Chapter 8: In Their Shoes: Using Ethnography to Understand Consumer Engagement and Buying Insights To Eat with You Is to Know You; At the Peak of Anticipation; Start with People; Behaviors Are Storytellers; Need to Move Beyond Need; Let's Go Hunting; Get a Bigger Slice; Map Out the Opportunities; You Know Something?; What You See Is What You; Chapter 9: The Organizing Idea: Inspiring Experiences That Change Behavior and Drive Transactions; Let the Creation Begin; What to Avoid; Chapter 10: Meet Your Storyscape: When Your Organizing Idea and the Experience Space Soulfully Meet

The Trouble with Media Myopia

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781118871232

1118871235

9781118871348

1118871340

OCLC:

869818253