Storyscaping

Stop Creating Ads, Start Creating Worlds

Gaston Legorburu, Darren McColl

$49.95

Hardback

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English

John Wiley & Sons Inc
28 March 2014

Sales & marketing

"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"

By: Gaston Legorburu, Darren McColl
Imprint: John Wiley & Sons Inc
Country of Publication: United States
Dimensions: Height: 203mm, Width: 203mm, Spine: 20mm
Weight: 612g
ISBN: 9781118823286
ISBN 10: 1118823281
Pages: 256
Publication Date: 28 March 2014
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Acknowledgments vii About the Authors viii PART ONE Great Storytelling Alone Won’t Save Your Business 1 00 INTRODUCTION 3 01 FROM THE CAMPFIRE 17 02 YOUR FIRST KISS 35 03 BRAVE NEW WORLDS 55 PART TWO Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections 77 04 THE STORYSCAPING MODEL 79 05 POWER OF WHY 91 06 WALK THE WALK 107 07 INSIGHT TO DESIRE 125 08 IN THEIR SHOES 143 09 THE ORGANIZING IDEA 165 10 MEET YOUR STORYSCAPE 181 11 WORLDS THAT SELL 199 12 SHOCK YOUR CULTURE 219 References 231 Index 241

"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."

AUSTRALIA-WIDE LOW FLAT RATE $9.90

Storyscaping

Stop Creating Ads, Start Creating Worlds

Gaston Legorburu, Darren McColl

$49.95

Hardback

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