Brand Storytelling in the Digital Age: Theories, Practice and Application
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Cham
Springer International Publishing AG
2020
|
| Schlagworte: | |
| Online-Zugang: | HWR01 |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | 1 Online-Ressource (113 Seiten) |
| ISBN: | 9783030590857 |
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| 505 | 8 | |a Intro -- Foreword -- Preface -- Acknowledgements -- Praise for Brand Storytelling in the Digital Age -- Contents -- List of Figures -- List of Tables -- 1 Introduction: The Ancient Art of Storytelling and the Language of Marketing -- Ancient Art in the Contemporary World -- Evolution of Branding -- Positivistic Brand Management Paradigm -- Constructivist Brand Management Paradigm -- A Significant Shift in the Definition of Brand -- Evolution of Brand Storytelling and the Post-advertising Era -- First Wave: Story-Addictive Interruption -- Second Wave: Deceptive-Story Manipulation -- Third Wave: Authentic Story-Driven Connection -- The Myths, Mystery, and Maxim of Brand Storytelling -- Storytelling Is for Entertainment, Not Branding -- Brand Storytelling Equals Adverts Plus Stories -- Brand Storytelling Is a Tactic, Not a Philosophy -- Brand Storytelling in the Digital Age -- Where Art Meets with Science and Technology -- The Roadmap -- References -- 2 Brand Storytelling: A Review of the Interdisciplinary Literature -- Chronology, Causality, Action, and Consciousness -- Emotion, Persuasion, and Narrative Transportation -- Experiential Outcome and Moral Sense Making -- Brain's Response to Storytelling -- Storytelling in Marketing and Consumer Psychology -- Argument-Based Versus Story-Based Adverting -- Bowling vs. Pinball Marketing -- Storytelling in Brand Communications -- Seeking Clarity, and Communicating Values -- Approaches to Branding and Associated Storytelling -- Economic Approach: Brand the Hero -- Identity Approach: Organisation the Hero -- Consumer-Based Approach: Customer the Hero -- Personality Approach: Customer the Hero -- Relational Approaches: Customer the Hero -- Community Approach: Brand Tribe the Hero -- Cultural Approach: Brand the Storyteller -- Scale of Measurement -- Storytelling in Tourism and Destination Marketing | |
| 505 | 8 | |a References -- 3 Storytelling for Minds: Neuroscience's Approaches to Branding -- Storytelling: The Perspectives of Neuroscience -- Neuroscience's Approaches to Branding -- Law of Relevance -- Law of Coherence -- Law of Participation -- Battles in Consumers' Mind: Relevance Versus Preference -- The Relevance Battle -- The Preference Battle -- References -- 4 Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age -- Brand Story: What Is It? -- Types of Brand Stories -- Strategic Brand-Story -- Tactical Brand-Story -- Company-Centric Tactical Stories -- Customer-Centric Tactical Stories -- Delivering Functional and Emotional Brand Values -- Intriguing -- Authentic -- Involving -- References -- 5 Character and Plot: Narrative Structure and the Art of Archetype Enactment -- Towards an Interdisciplinary Conceptual Model -- Character and Characterisation -- Character Type -- Hero -- Shadow -- Herald -- Mentor -- Threshold Guardian -- Shape-Shifters -- Trickster -- Allies -- Characterisation -- Dimensions of Characters -- Desire-Stake -- The Story Plot -- Levels/Sequences Within a Plot -- Types of Plots -- Rags to Riches -- Rebirth -- The Quest -- Overcoming the Monster -- Tragedy -- Comedy -- Voyage and Return -- The Hero's Journey -- Hero's Journey, Phase 1: Departure -- Hero's Journey, Phase 2: Initiation -- Hero's Journey, Phase 3: Return -- Heroic Transformation -- The Story Themes and Transfer of Meaning and Message -- References -- 6 Conclusion: The Future of Storytelling -- From Ancient Art to Contemporary Marketing Science -- Shift in Mindset -- Shift in Marketing and Brand Storytelling in the Digital Age -- The Mysterious Future of Brand Storytelling -- Creative Renaissance -- Ad to Art -- Information to Imagination -- References -- Index | |
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| contents | Intro -- Foreword -- Preface -- Acknowledgements -- Praise for Brand Storytelling in the Digital Age -- Contents -- List of Figures -- List of Tables -- 1 Introduction: The Ancient Art of Storytelling and the Language of Marketing -- Ancient Art in the Contemporary World -- Evolution of Branding -- Positivistic Brand Management Paradigm -- Constructivist Brand Management Paradigm -- A Significant Shift in the Definition of Brand -- Evolution of Brand Storytelling and the Post-advertising Era -- First Wave: Story-Addictive Interruption -- Second Wave: Deceptive-Story Manipulation -- Third Wave: Authentic Story-Driven Connection -- The Myths, Mystery, and Maxim of Brand Storytelling -- Storytelling Is for Entertainment, Not Branding -- Brand Storytelling Equals Adverts Plus Stories -- Brand Storytelling Is a Tactic, Not a Philosophy -- Brand Storytelling in the Digital Age -- Where Art Meets with Science and Technology -- The Roadmap -- References -- 2 Brand Storytelling: A Review of the Interdisciplinary Literature -- Chronology, Causality, Action, and Consciousness -- Emotion, Persuasion, and Narrative Transportation -- Experiential Outcome and Moral Sense Making -- Brain's Response to Storytelling -- Storytelling in Marketing and Consumer Psychology -- Argument-Based Versus Story-Based Adverting -- Bowling vs. Pinball Marketing -- Storytelling in Brand Communications -- Seeking Clarity, and Communicating Values -- Approaches to Branding and Associated Storytelling -- Economic Approach: Brand the Hero -- Identity Approach: Organisation the Hero -- Consumer-Based Approach: Customer the Hero -- Personality Approach: Customer the Hero -- Relational Approaches: Customer the Hero -- Community Approach: Brand Tribe the Hero -- Cultural Approach: Brand the Storyteller -- Scale of Measurement -- Storytelling in Tourism and Destination Marketing References -- 3 Storytelling for Minds: Neuroscience's Approaches to Branding -- Storytelling: The Perspectives of Neuroscience -- Neuroscience's Approaches to Branding -- Law of Relevance -- Law of Coherence -- Law of Participation -- Battles in Consumers' Mind: Relevance Versus Preference -- The Relevance Battle -- The Preference Battle -- References -- 4 Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age -- Brand Story: What Is It? -- Types of Brand Stories -- Strategic Brand-Story -- Tactical Brand-Story -- Company-Centric Tactical Stories -- Customer-Centric Tactical Stories -- Delivering Functional and Emotional Brand Values -- Intriguing -- Authentic -- Involving -- References -- 5 Character and Plot: Narrative Structure and the Art of Archetype Enactment -- Towards an Interdisciplinary Conceptual Model -- Character and Characterisation -- Character Type -- Hero -- Shadow -- Herald -- Mentor -- Threshold Guardian -- Shape-Shifters -- Trickster -- Allies -- Characterisation -- Dimensions of Characters -- Desire-Stake -- The Story Plot -- Levels/Sequences Within a Plot -- Types of Plots -- Rags to Riches -- Rebirth -- The Quest -- Overcoming the Monster -- Tragedy -- Comedy -- Voyage and Return -- The Hero's Journey -- Hero's Journey, Phase 1: Departure -- Hero's Journey, Phase 2: Initiation -- Hero's Journey, Phase 3: Return -- Heroic Transformation -- The Story Themes and Transfer of Meaning and Message -- References -- 6 Conclusion: The Future of Storytelling -- From Ancient Art to Contemporary Marketing Science -- Shift in Mindset -- Shift in Marketing and Brand Storytelling in the Digital Age -- The Mysterious Future of Brand Storytelling -- Creative Renaissance -- Ad to Art -- Information to Imagination -- References -- Index |
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| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| spelling | Moin, S. M. A. Verfasser (DE-588)1275643426 aut Brand Storytelling in the Digital Age Theories, Practice and Application Cham Springer International Publishing AG 2020 ©2020 1 Online-Ressource (113 Seiten) txt rdacontent c rdamedia cr rdacarrier Description based on publisher supplied metadata and other sources Intro -- Foreword -- Preface -- Acknowledgements -- Praise for Brand Storytelling in the Digital Age -- Contents -- List of Figures -- List of Tables -- 1 Introduction: The Ancient Art of Storytelling and the Language of Marketing -- Ancient Art in the Contemporary World -- Evolution of Branding -- Positivistic Brand Management Paradigm -- Constructivist Brand Management Paradigm -- A Significant Shift in the Definition of Brand -- Evolution of Brand Storytelling and the Post-advertising Era -- First Wave: Story-Addictive Interruption -- Second Wave: Deceptive-Story Manipulation -- Third Wave: Authentic Story-Driven Connection -- The Myths, Mystery, and Maxim of Brand Storytelling -- Storytelling Is for Entertainment, Not Branding -- Brand Storytelling Equals Adverts Plus Stories -- Brand Storytelling Is a Tactic, Not a Philosophy -- Brand Storytelling in the Digital Age -- Where Art Meets with Science and Technology -- The Roadmap -- References -- 2 Brand Storytelling: A Review of the Interdisciplinary Literature -- Chronology, Causality, Action, and Consciousness -- Emotion, Persuasion, and Narrative Transportation -- Experiential Outcome and Moral Sense Making -- Brain's Response to Storytelling -- Storytelling in Marketing and Consumer Psychology -- Argument-Based Versus Story-Based Adverting -- Bowling vs. Pinball Marketing -- Storytelling in Brand Communications -- Seeking Clarity, and Communicating Values -- Approaches to Branding and Associated Storytelling -- Economic Approach: Brand the Hero -- Identity Approach: Organisation the Hero -- Consumer-Based Approach: Customer the Hero -- Personality Approach: Customer the Hero -- Relational Approaches: Customer the Hero -- Community Approach: Brand Tribe the Hero -- Cultural Approach: Brand the Storyteller -- Scale of Measurement -- Storytelling in Tourism and Destination Marketing References -- 3 Storytelling for Minds: Neuroscience's Approaches to Branding -- Storytelling: The Perspectives of Neuroscience -- Neuroscience's Approaches to Branding -- Law of Relevance -- Law of Coherence -- Law of Participation -- Battles in Consumers' Mind: Relevance Versus Preference -- The Relevance Battle -- The Preference Battle -- References -- 4 Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age -- Brand Story: What Is It? -- Types of Brand Stories -- Strategic Brand-Story -- Tactical Brand-Story -- Company-Centric Tactical Stories -- Customer-Centric Tactical Stories -- Delivering Functional and Emotional Brand Values -- Intriguing -- Authentic -- Involving -- References -- 5 Character and Plot: Narrative Structure and the Art of Archetype Enactment -- Towards an Interdisciplinary Conceptual Model -- Character and Characterisation -- Character Type -- Hero -- Shadow -- Herald -- Mentor -- Threshold Guardian -- Shape-Shifters -- Trickster -- Allies -- Characterisation -- Dimensions of Characters -- Desire-Stake -- The Story Plot -- Levels/Sequences Within a Plot -- Types of Plots -- Rags to Riches -- Rebirth -- The Quest -- Overcoming the Monster -- Tragedy -- Comedy -- Voyage and Return -- The Hero's Journey -- Hero's Journey, Phase 1: Departure -- Hero's Journey, Phase 2: Initiation -- Hero's Journey, Phase 3: Return -- Heroic Transformation -- The Story Themes and Transfer of Meaning and Message -- References -- 6 Conclusion: The Future of Storytelling -- From Ancient Art to Contemporary Marketing Science -- Shift in Mindset -- Shift in Marketing and Brand Storytelling in the Digital Age -- The Mysterious Future of Brand Storytelling -- Creative Renaissance -- Ad to Art -- Information to Imagination -- References -- Index Branding (Marketing) Customer relations Storytelling Narrativität (DE-588)4379691-6 gnd rswk-swf Marke (DE-588)4074577-6 gnd rswk-swf Erzählen (DE-588)4132307-5 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marke (DE-588)4074577-6 s Erzählen (DE-588)4132307-5 s Narrativität (DE-588)4379691-6 s DE-604 Markenpolitik (DE-588)4144679-3 s Erscheint auch als Druck-Ausgabe Moin, S. M. A. Brand Storytelling in the Digital Age Cham : Springer International Publishing AG,c2020 9783030590840 |
| spellingShingle | Moin, S. M. A. Brand Storytelling in the Digital Age Theories, Practice and Application Intro -- Foreword -- Preface -- Acknowledgements -- Praise for Brand Storytelling in the Digital Age -- Contents -- List of Figures -- List of Tables -- 1 Introduction: The Ancient Art of Storytelling and the Language of Marketing -- Ancient Art in the Contemporary World -- Evolution of Branding -- Positivistic Brand Management Paradigm -- Constructivist Brand Management Paradigm -- A Significant Shift in the Definition of Brand -- Evolution of Brand Storytelling and the Post-advertising Era -- First Wave: Story-Addictive Interruption -- Second Wave: Deceptive-Story Manipulation -- Third Wave: Authentic Story-Driven Connection -- The Myths, Mystery, and Maxim of Brand Storytelling -- Storytelling Is for Entertainment, Not Branding -- Brand Storytelling Equals Adverts Plus Stories -- Brand Storytelling Is a Tactic, Not a Philosophy -- Brand Storytelling in the Digital Age -- Where Art Meets with Science and Technology -- The Roadmap -- References -- 2 Brand Storytelling: A Review of the Interdisciplinary Literature -- Chronology, Causality, Action, and Consciousness -- Emotion, Persuasion, and Narrative Transportation -- Experiential Outcome and Moral Sense Making -- Brain's Response to Storytelling -- Storytelling in Marketing and Consumer Psychology -- Argument-Based Versus Story-Based Adverting -- Bowling vs. Pinball Marketing -- Storytelling in Brand Communications -- Seeking Clarity, and Communicating Values -- Approaches to Branding and Associated Storytelling -- Economic Approach: Brand the Hero -- Identity Approach: Organisation the Hero -- Consumer-Based Approach: Customer the Hero -- Personality Approach: Customer the Hero -- Relational Approaches: Customer the Hero -- Community Approach: Brand Tribe the Hero -- Cultural Approach: Brand the Storyteller -- Scale of Measurement -- Storytelling in Tourism and Destination Marketing References -- 3 Storytelling for Minds: Neuroscience's Approaches to Branding -- Storytelling: The Perspectives of Neuroscience -- Neuroscience's Approaches to Branding -- Law of Relevance -- Law of Coherence -- Law of Participation -- Battles in Consumers' Mind: Relevance Versus Preference -- The Relevance Battle -- The Preference Battle -- References -- 4 Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age -- Brand Story: What Is It? -- Types of Brand Stories -- Strategic Brand-Story -- Tactical Brand-Story -- Company-Centric Tactical Stories -- Customer-Centric Tactical Stories -- Delivering Functional and Emotional Brand Values -- Intriguing -- Authentic -- Involving -- References -- 5 Character and Plot: Narrative Structure and the Art of Archetype Enactment -- Towards an Interdisciplinary Conceptual Model -- Character and Characterisation -- Character Type -- Hero -- Shadow -- Herald -- Mentor -- Threshold Guardian -- Shape-Shifters -- Trickster -- Allies -- Characterisation -- Dimensions of Characters -- Desire-Stake -- The Story Plot -- Levels/Sequences Within a Plot -- Types of Plots -- Rags to Riches -- Rebirth -- The Quest -- Overcoming the Monster -- Tragedy -- Comedy -- Voyage and Return -- The Hero's Journey -- Hero's Journey, Phase 1: Departure -- Hero's Journey, Phase 2: Initiation -- Hero's Journey, Phase 3: Return -- Heroic Transformation -- The Story Themes and Transfer of Meaning and Message -- References -- 6 Conclusion: The Future of Storytelling -- From Ancient Art to Contemporary Marketing Science -- Shift in Mindset -- Shift in Marketing and Brand Storytelling in the Digital Age -- The Mysterious Future of Brand Storytelling -- Creative Renaissance -- Ad to Art -- Information to Imagination -- References -- Index Branding (Marketing) Customer relations Storytelling Narrativität (DE-588)4379691-6 gnd Marke (DE-588)4074577-6 gnd Erzählen (DE-588)4132307-5 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4379691-6 (DE-588)4074577-6 (DE-588)4132307-5 (DE-588)4144679-3 |
| title | Brand Storytelling in the Digital Age Theories, Practice and Application |
| title_auth | Brand Storytelling in the Digital Age Theories, Practice and Application |
| title_exact_search | Brand Storytelling in the Digital Age Theories, Practice and Application |
| title_exact_search_txtP | Brand Storytelling in the Digital Age Theories, Practice and Application |
| title_full | Brand Storytelling in the Digital Age Theories, Practice and Application |
| title_fullStr | Brand Storytelling in the Digital Age Theories, Practice and Application |
| title_full_unstemmed | Brand Storytelling in the Digital Age Theories, Practice and Application |
| title_short | Brand Storytelling in the Digital Age |
| title_sort | brand storytelling in the digital age theories practice and application |
| title_sub | Theories, Practice and Application |
| topic | Branding (Marketing) Customer relations Storytelling Narrativität (DE-588)4379691-6 gnd Marke (DE-588)4074577-6 gnd Erzählen (DE-588)4132307-5 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Branding (Marketing) Customer relations Storytelling Narrativität Marke Erzählen Markenpolitik |
| work_keys_str_mv | AT moinsma brandstorytellinginthedigitalagetheoriespracticeandapplication |