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Brand Storytelling in the Digital Age - Theories, Practice and Application (Hardcover, 1st ed. 2020)
Loot Price: R1,875
Discovery Miles 18 750
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Brand Storytelling in the Digital Age - Theories, Practice and Application (Hardcover, 1st ed. 2020)
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Inextricably linked to human evolution, storytelling has always
been a key element of the marketer's toolkit. However, despite
extensive practitioner interest, academic research on the topic
currently falls short. This book highlights how storytelling has
evolved from an ancient art to contemporary marketing science,
placing it in the context of digitisation and social media. It
reflects the dramatic shift in brand storytelling in which
marketers are in the driving seat, leaving consumers to do the
navigating. Based within the context of AI, the influence of VR,
AR, big data, and new media, this book predicts a creative
renaissance in brand storytelling; one that will be at the
intersection of science, art and humanity. The author suggests that
there will be a shift from ad to art through the use of cognition
and emotion, data and fiction. It suggests that through
storytelling, brands will be able to connect with their customers'
hearts and minds. Drawing upon interdisciplinary research on
neuroscience, emotional attachment and narrative theory, the book
critically analyses existing theories, practices and applications
of storytelling, providing a platform for debate between academics,
researchers and practitioners.
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