Storyscaping: Stop Creating Ads, Start Creating Worlds - Hardcover

Legorburu, Gaston; McColl, Darren

Hardcover

ISBN 10: 1118823281 ISBN 13: 9781118823286

Publisher: Wiley, 2014

Synopsis

How to use powerful tools to engage customers with your brand

Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more.

• Shows how to map how the consumer engages with the category and product/service
• Explains how to develop an organizing idea and creative plan for an immersive storyscape experience
• Defines the role of marketing channels around the organizing idea
• Establishes how technology can be applied to the experience

Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com

About this title

About the Author

GASTON LEGORBURU is Worldwide Chief Creative Officer of SapientNitro, a new breed of agency that is redefining storytelling for an always-on world. Recognized by Adweek 50 as a game-changer who is modeling the agency of the future, Gaston sets much of the strategic and creative vision for the agency and provides clients forward-thinking insights on their most critical marketing challenges. This has earned him the honor of many recognitions in marketing and advertising and a seat on the juries of such prestigious advertising award shows as D&AD, Cannes Festival of Creativity, ADC, the One Show and the Webbys.

DARREN McCOLL is the Global Chief Brand Strategy Officer of SapientNitro, where he collaborates with global teams and clients to help create worlds of immersive stories and experiences. “Daz” as he is known, brings insight and strategic guidance to many of the world’s biggest brands including: Virgin, McDonald’s, Nestlé, Mars, Foster’s, Burger King, Subway, Footlocker, ESPN, Volvo, Chrysler and Coca-Cola. He is a sought after speaker with experience that spans markets worldwide and his work has earned him many awards including: Effies, New York Festivals, The One Show, Clios, D&AD (Black Pencils), and three coveted Cannes Lions Grand Prix.

From the Back Cover

Marketers, technologists, and corporate leaders are always searching for ways to more effectively connect consumers with their brand. But the way consumers absorb information and make their decisions has changed. Companies need to stop creating ads and marketing campaigns, and think in terms of Organizing Ideas, Systems Thinking, and platform creation, to create “worlds” of consumer experience.

Storyscaping offers a powerful new approach to advertising and marketing in the digital age that uses stories as the foundation for designing emotional and transactional experiences for customers, both online and offline. Each connection inspires customers to engage with others, so the brand becomes part of the customer’s story. This step-by-step, actionable guidance shows how to create immersive experiences that solve the challenge of connecting brands and consumers. Discover how to:

• Identify and define your core desired consumer segment
• Unlock or define your brand or organization’s Purpose
• Understand the emotional desires of your consumer
• Establish a clear product/service positioning and offer
• Understand and map how the consumer engages with the category and the product/service
• Apply technology and build a Story System

Storyscaping outlines the process of developing an Organizing Idea and creative plan for an immersive storyscape experience and explains how to define the role of marketing channels. Measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand and influence others to do the same.

From the Inside Flap

Marketers, technologists, and corporate leaders are always searching for ways to more effectively connect consumers with their brand. But the way consumers absorb information and make their decisions has changed. Companies need to stop creating ads and marketing campaigns, and think in terms of Organizing Ideas, Systems Thinking, and platform creation, to create "worlds" of consumer experience.

Storyscaping offers a powerful new approach to advertising and marketing in the digital age that uses stories as the foundation for designing emotional and transactional experiences for customers, both online and offline. Each connection inspires customers to engage with others, so the brand becomes part of the customer's story. This step-by-step, actionable guidance shows how to create immersive experiences that solve the challenge of connecting brands and consumers. Discover how to:

• Identify and define your core desired consumer segment
• Unlock or define your brand or organization's Purpose
• Understand the emotional desires of your consumer
• Establish a clear product/service positioning and offer
• Understand and map how the consumer engages with the category and the product/service
• Apply technology and build a Story System

Storyscaping outlines the process of developing an Organizing Idea and creative plan for an immersive storyscape experience and explains how to define the role of marketing channels. Measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand and influence others to do the same.

Edition details

• Publisher: Wiley
• Publication date: 2014
• Language: English
• ISBN 10: 1118823281
• ISBN 13: 9781118823286
• Binding: Hardcover
• Edition number: 1
• Number of pages: 256