Storyscaping

Stop Creating Ads, Start Creating Worlds
eAudio - unabridged
Audio (5.77 hours)
Product Number: Z100102575
Released: Oct 13, 2015
Business Term: Purchase
ISBN: #9781469030586
Narrator/s: Tim Andres Pabon
Publisher: Gildan Media, Inc
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Description

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 another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more. Shows how to map how the consumer engages with the category and product/service Explains how to develop an organizing idea and creative plan for an immersive storyscape experience Defines the role of marketing channels around the organizing idea Establishes how technology can be applied to the experience Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com

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Original Publish Date: Dec 01, 2014

This title is part of (or scheduled to be part of) the following subscriptions:

RBdigital Unlimited Access Audio Subscription
RBdigital Audio Curriculum for Higher Education - Platinum Collection
RBdigital Unlimited Canada Audio Subscription
RBdigital Corporate Business and Wellness Collection
RBdigital Audio Curriculum for Higher Education - Gold Collection

All formats/editions

eBook
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Product Number EB00212860
Released: Feb 17, 2014
Business Term: Purchase
Publisher: Wiley
ISBN: #9781118871232

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