Storyscaping (PDF)
Stop Creating Ads, Start Creating Worlds
(Sprache: Englisch)
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...
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...
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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
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
Autoren-Porträt von Gaston Legorburu, Darren McColl
GASTON LEGORBURU is Worldwide Chief Creative Officer ofSapientNitro, a new breed of agency that is redefining storytelling
for an always-on world. Recognized by Adweek 50 as a game-changer
who is modeling the agency of the future, Gaston sets much of the
strategic and creative vision for the agency and provides clients
forward-thinking insights on their most critical marketing
challenges. This has earned him the honor of many recognitions in
marketing and advertising and a seat on the juries of such
prestigious advertising award shows as D&AD, Cannes Festival of
Creativity, ADC, the One Show and the Webbys.
DARREN McCOLL is the Global Chief
Brand Strategy Officer of SapientNitro, where he collaborates
with global teams and clients to help create worlds of immersive
stories and experiences. "Daz" as he is known, brings insight and
strategic guidance to many of the world's biggest brands including:
Virgin, McDonald's, Nestlé, Mars, Foster's, Burger King,
Subway, Footlocker, ESPN, Volvo, Chrysler and Coca-Cola. He is a
sought after speaker with experience that spans markets worldwide
and his work has earned him many awards including: Effies, New York
Festivals, The One Show, Clios, D&AD (Black Pencils), and three
coveted Cannes Lions Grand Prix.
Bibliographische Angaben
- Autoren: Gaston Legorburu , Darren McColl
- 2014, 1. Auflage, 256 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 1118871340
- ISBN-13: 9781118871348
- Erscheinungsdatum: 14.01.2014
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Größe: 23 MB
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Sprache:
Englisch
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