Written by the award-winning storyteller Miri Rodriguez at Microsoft, Brand Storytelling: Put Customers At The Heart Of Your Brand Story is an actionable guide that goes beyond content strategy. Instead, it demonstrates how to leverage brand storytelling in the marketing mix to strengthen brand engagement and achieve long-term growth, with advice from brands like Expedia, Coca Cola, McDonalds, Adobe and Google.
Miri Rodriguez, author of Brand Storytelling: Put Customers At The Heart Of Your Brand Story, believes that despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer’s life has changed as a result of them. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It provides a step by step guide to assess, dismantle, and rebuild a brand story, shifting the brand from a ‘hero’ to ‘sidekick’ mentality, and positioning the customer as a key influencer to motivate the audience.
Simplifying where to begin, how to benchmark success and ensure a consistent brand voice throughout every department, Mimi’s book clearly shows how readers can align an emotive connection with the customer’s personal values, experiences and aspirations, and how that will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for the long-term, rather than simply trying to win it. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google, to tap into authentic brand loyalty and human connection.
Today’s digital age, also known as the information age, has forged a modern path for the way we engage and connect with one another and with content.
We have little or no time to waste on lifeless, useless content that provides no value to our lives or business. So why should we expect our customers to be any different?
In Brand Storytelling, I want to offer practical tools to help you become a skilled storyteller, both at the personal and business levels.
Your brand story will continue to evolve. So, think ahead of time about what you want your brand to be next.
About the author
Miri Rodriguez is an award-winning storyteller and creative journalist at Microsoft. She is a renowned keynote speaker and international thought leader in brand storytelling, personal branding and youth entrepreneurship. Her previous clients include Adobe, Discover, Walmart and McKesson.