University of Minnesota - UMN Executive Leadership Insights
StoryBranding
Book

StoryBranding

Creating Stand-Out Brands Through The Power of Story

Jim Signorelli
Greenleaf Book Group, 2012
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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Marketing consultant Jim Signorelli tells an interesting tale as he takes readers through his innovative “StoryBranding” strategy. He explains why human beings find good stories powerful, how the plots of great narratives thematically illustrate principles and beliefs that their audiences share and why marketers must connect the “inner and outer layers” of their products with their prospects’ values. Easy to read and filled with examples of companies whose brands connect with their customers through stories, this manual outlines a six-step approach to discovering the story of your brand. getAbstract recommends Signorelli’s innovative technique to marketing professionals who must create or re-create a brand that earns customer loyalty.

Summary

Good Stories

Human beings have always shared stories to describe experiences and communicate social values and ideals. Good stories “clothe truths by not getting in the way of truth.” Narrative lets people connect with each other and it validates their personal and shared beliefs. Worthwhile stories “reveal truth, they don’t preach it.” And that is the secret to the sound storytelling that underlies “StoryBranding.”

Consumers don’t like being sold a product or service, because they don’t like someone telling them what to think or how to behave. People prefer to arrive at purchase decisions and, ultimately, a sense of brand loyalty on their own.

StoryBranding lets brands connect with customers by creating memorable characters and engaging plots. A brand must discover “who” it is before it can tell stories that consumers can relate to and understand. Rooted in the “logic of stories,” StoryBranding helps buyers form emotional bonds with your brand. Its goal is to “be the prospect” by understanding the prospect’s mind-set and placing the brand within it.

A story is “a narrative about a character dealing with some obstacle to achieve some important goal.” A ...

About the Author

Jim Signorelli is co-founder and CEO of ESW StoryLab, a Chicago marketing agency.

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