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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.
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.
S M A Moin is Associate Head of Research and Scholarship at Coventry University London, UK. He is an interdisciplinary researcher interested in storytelling, branding, trust, creativity and purposeful leadership. Moin spent 23 years in different industries including navy, media, publishing, and financial services before his third transformation into academia.
Offers a conceptual model showing different facets of storytelling
Introduces a theoretical framework
Provides insights on the art of brand communication through storytelling
1. Introduction: The Ancient Art of Storytelling and the Language of Marketing.- 2. Brand Storytelling: A Review of the Interdisciplinary Literature.- 3. Storytelling for Minds: Neuroscience's Approaches to Branding.- 4. Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age.- 5. Character and Plot: Narrative Structure and the Art of the Archetype Enactment.- 6. Conclusion: The Future of Storytelling.
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 124 |
| Inhalt: |
xxi
100 S. 3 s/w Illustr. 1 farbige Illustr. 100 p. 4 illus. 1 illus. in color. |
| ISBN-13: | 9783030590840 |
| ISBN-10: | 3030590844 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | HC runder Rücken kaschiert |
| Einband: | Gebunden |
| Autor: | Moin, S M A |
| Auflage: | 1st ed. 2020 |
| Hersteller: |
Springer International Publishing
Springer International Publishing AG |
| Maße: | 216 x 153 x 12 mm |
| Von/Mit: | S M A Moin |
| Erscheinungsdatum: | 27.10.2020 |
| Gewicht: | 0,283 kg |
S M A Moin is Associate Head of Research and Scholarship at Coventry University London, UK. He is an interdisciplinary researcher interested in storytelling, branding, trust, creativity and purposeful leadership. Moin spent 23 years in different industries including navy, media, publishing, and financial services before his third transformation into academia.
Offers a conceptual model showing different facets of storytelling
Introduces a theoretical framework
Provides insights on the art of brand communication through storytelling
1. Introduction: The Ancient Art of Storytelling and the Language of Marketing.- 2. Brand Storytelling: A Review of the Interdisciplinary Literature.- 3. Storytelling for Minds: Neuroscience's Approaches to Branding.- 4. Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age.- 5. Character and Plot: Narrative Structure and the Art of the Archetype Enactment.- 6. Conclusion: The Future of Storytelling.
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 124 |
| Inhalt: |
xxi
100 S. 3 s/w Illustr. 1 farbige Illustr. 100 p. 4 illus. 1 illus. in color. |
| ISBN-13: | 9783030590840 |
| ISBN-10: | 3030590844 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | HC runder Rücken kaschiert |
| Einband: | Gebunden |
| Autor: | Moin, S M A |
| Auflage: | 1st ed. 2020 |
| Hersteller: |
Springer International Publishing
Springer International Publishing AG |
| Maße: | 216 x 153 x 12 mm |
| Von/Mit: | S M A Moin |
| Erscheinungsdatum: | 27.10.2020 |
| Gewicht: | 0,283 kg |
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