营销和品牌传播中的故事讲述
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science.
英文| ISBN:1032689420|2024|202页|PDF|13MB讲故事重新定义了营销，从品牌独白到品牌消费者对话、对话和共同创造。本书借鉴了跨学科的叙事文学和传奇从业者的观点，揭示了故事化品牌传播的艺术，以及故事如何利用消费者心理学和神经科学的见解影响我们的大脑。本书通过理论、实践、应用和几个概念模型、工具和技术，邀请研究人员、学者、营销从业者和学生来解读讲故事的艺术，并加入关于讲故事如何改变营销和品牌传播话语的辩论。古人围坐在火堆旁，结为夫妻，讲故事，代代相传智慧。同样，我们通过超越时间和空间的社交媒体平台讲述故事。此外，多种形式和格式的数字叙事改变了营销，通过将技术的力量注入人类思维的想象力，开创了一个创造性复兴的时代。在此背景下，本书将品牌叙事定位为一门艺术科学，在内容创作者的游乐场中不断发展，促进品牌与消费者的对话和共同创造。尽管讲故事的未来是神秘的，但作者认为，人类的思想将继续主导机器，在叙事艺术和技术科学的交叉点创造营销魔法。本站不对文件进行储存，仅提供文件链接，请自行下载，本站不对文件内容负责，请自行判断文件是否安全，如发现文件有侵权行为，请联系管理员删除。
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