StoryBranding provides a more effective way to persuade than the old ‘brag and boast’ approach to branding. It helps marketers make more authentic, emotional connections with their audiences."
Chicago, IL (PRWEB) September 04, 2012
In a very short time, the book StoryBranding: Creative Stand-Out Brands Through The Power of Story became a top seller in the advertising category on both Amazon and iTunes. Jim Signorelli, a 30+ year advertising agency executive explained that he is quite surprised by the instant popularity his book has achieved.
“Since it takes traditional branding and advertising methods to task, I expected it to be met with raving criticism, Signorelli says. “But I’m constantly receiving inquires about its application from entrepreneurs, authors, speakers, corporate marketing executives, even people searching for jobs.”
The intent behind StoryBranding is to show how any brand or anyone with the need to persuade can improve their chances of success by drawing on the logic of stories. “Stories have been used to sell ideas since the beginning of language,” Signorelli says. “The StoryBranding process sets out to unlock the mystery behind the persuasive power of story.”
"StoryBranding provides a more effective way to persuade than the old ‘brag and boast’ approach to branding. It helps marketers make more authentic, emotional connections with their audiences," says Signorelli. “Solely concentrating on benefits is like telling a story that has no lasting significance. Brands need resonance. This is accomplished through shared beliefs and values that targets can readily identify."
In addition to the book, esw StoryLab, the marketing agency where the StoryBranding process originates, has recently developed a short video series explaining some how-to basics. The 3-part video series is available on YouTube. Here's what you'll see:
Part I, What is StoryBranding? A four-minute video that explains the basic tenants of the StoryBranding approach
Part II, How to use StoryBranding instructs viewers on how the persuasive power of story can be applied to any brand
Part III, Success Stories. Sad Stories explains how StoryBranding has worked for some brands and how it could have worked for others.
“We wanted these videos to show more than just another talking head preaching theory," says Phillip Lanier,” director and writer of the series. Jim’s informal style coupled with animated drawings make this series entertaining, while at the same time, instructive. The series was produced by Media House.
Throughout the book and video series, actual brand histories are discussed. For instance, Signorelli shows how Nike capitalized on story logic to outsell its competition, specifically Reebok. He also shows how Apple, North Face, Harley-Davidson, Target, Corona Beer, and others that have achieved success largely because they have become stories. Brand failures are discussed, as well.
StoryBranding: Creating Stand-Out Brands Through the Power of Story includes a preface from Kendall Haven, an expert on story and narrative. The inside cover provides a long list of endorsements including major story experts like Annette Simons, CEO’s, including Dennis Dunlap, CEO of the American Marketing Assoication, and university academics.
ABOUT THE AUTHOR
Jim Signorelli is CEO and founder of esw StoryLab Marketing, one of Chicago’s top advertising agencies according to Crain’s Chicago Business. Prior to starting his own agency, Jim crafted a successful career at major advertising agencies throughout the U.S. His agency has been named to Inc.’s top 5000 list three years running. Jim is also a speaker and author of the best-seller, “StoryBranding: Creating Stand-Out Brands Through The Power of Story.” Visit http://www.jimsignorelli.com for more information.