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• Cover: Brand Storytelling
• Praise for Brand Storytelling
• Title Page
• Dedication
• Contents
• List of Figures
• List of Tables
• Contributors
• About the author
• Foreword
• Preface
• Acknowledgments
• Introduction: The science and art of storytelling
• 01 Brand storytelling: What is it?
• The power of storytelling
• Your brand mission and the story arc
• 02 Where do I start?
• The Robin to Batman effect
• Storytelling with design thinking principles
• Finding your story’s universal truth
• 03 The magic (and magic tricks) in storytelling
• Magic trick 1: Don’t just define your story setting. Find it
• Magic trick 2: Visual elements are not a nice-to-have; they are a must-have
• Magic trick 3: Shape your brand beliefs to help you tell the story
• Magic trick 4: Keep your conclusion inconclusive
• 04 IMC reimagined: Building an integrated marketing plan with story
• Incorporating brand storytelling into your IMC plan
• Reimagining the brand message
• Resetting your goals
• Identifying your design (not just target) audience
• Measuring success
• 05 The brand story hero: Put your customers at the heart of your brand story
• Non-obvious trends in customer-centricity
• Steps to unveiling your brand story hero
• 06 If story is magic, vulnerability is the magic wand
• Vulnerability in storytelling
• Waving the magic wand
• 07 Ethics in storytelling: When to use your secret weapon
• The importance of ethics in storytelling
• Ethical perspectives
• 08 Immersive storytelling: Exploring the story experience
• What is immersive storytelling?
• Immersive storytelling trends
• 09 Your best brand storytellers: Employees and influencers
• Building a storytelling army
• Designing the story persona
• Employees and influencers: The good, the bad and the ugly
• 10 Marketing (actually, testing) your brand story
• Defining key assumptions
• Story concept testing ground rules
• 11 Benchmarking your brand story
• Main indicators for benchmarking story
• Leveraging existing metrics
• 12 Villains and antagonists: The bad guys who want to tear down your brand story
• Why villains and antagonists?
• The bad guys archetypes
• Your offensive weapon
• Attack mode: training internal stakeholders
• 13 The future of brand storytelling: How AI, machine learning and automation can tell only one side of the story
• Enter: the machines
• The race against the machines
• AI technology trends
• 14 The Story Design Playbook: A step-by-step guide to help you design your brand stories
• Story mapping
• Brand mission statement
• Brand feeling (universal truth)
• Story designing
• Step one: Empathize
• Step two: Define
• Step three: Ideate
• Steps four and five: Prototyping and testing
• Storylording
• 15 Inspire your brand story: Interviews with leading storytellers around the world
• Interview with Dux Raymond Sy, Chief Brand Officer of AvePoint
• Interview with Luz Maria Doria, two-time Emmy winner and Executive Producer of TV show Despierta America
• Interview with Derek E Baird, writer, social media expert and youth culture trend spotter
• Interview with Gregg L Witt, youth marketer and public speaker
• Rapid-fire questions with Cindy Coloma, bestselling author and former storyteller at Microsoft
• Rapid-fire questions with Park Howell, advertising industry veteran and owner of Business of Story
• Rapid-fire questions with Candy Rasmijn-Reino, marketing and PR agency owner
• Rapid-fire questions with Dona Sarkar, author, fashion designer, engineer and Director of Technology at Microsoft
• Notes
• Index
• Copyright Page