S M A Moin is an Associate Professor in Marketing and the Director of Teaching Associates at Queen Mary University of London: School of Business and Management. He is an interdisciplinary researcher in brand storytelling, creativity, and consumer trust. Before moving into academia, Moin worked in several industries, including the military (Navy), media, publishing, and financial services. As a management consultant, he advised various companies, worked for the world's largest international newspaper, and was part of a $4 billion international subsea project.

Foreword

Professor Yasmin Ibrahim

Chapter 1: The Divine Gift that Makes Us Human: Evolution of Storytelling and the Language of Marketing

Chapter 2: Strategic and Tactical Brand Stories: Creating Emotional Triggers to Connect with the Consumers

Chapter 3: Tango of the Brains: The Influence of Narrative Art Explained through Consumer Psychology and Neuroscience

Chapter 4: Narrative Theories: Deciphering the Essential Story Elements

Chapter 5: Storytelling Strategies: Life Philosophies and Narrative Tactics Explained in the Light of Genres

Chapter 6: Make Your Customer the Hero: The Hero's Journey and Heroic Transformation in Marketing

Chapter 7: Storified Brand Communications: The Art of Fiction-told and Purpose-told Storytelling and Their Application in Marketing

Chapter 8: Brand-Consumer Romance in the Digital Age: Dancing through Transmedia Storytelling

Chapter 9: Finding Your Voice in the Imagination Age: The Art of Personal Branding through Storytelling

Chapter 10: Brand Storytelling in the Age of AI: The 'Artistic Science' that Sparks Magic and Mystery