Storytelling in Marketing and Brand Communications

"“Moin has a natural gift for providing profound and enlightened commentary on aspects of marketing and the subject of branding in particular. In this book, Moin shows how the art of storytelling is integral to successful branding and brand communication and provides many examples to illustrate his insights. This book will be of interest to anyone who is interested in branding and in particular those who are responsible for establishing their brands firmly in the hearts and minds of consumers”. - James Devlin, Professor of Financial Services, Director of the Centre for Finance, Technology and Society, Nottingham Business School, Nottingham Trent University, UK “Storytelling is an essential component in Marketing and Brand Communication - as both an art and a science. Dr Moin’s book offers an interesting selection of themes designed to capture the current landscape, encouraging the reader to uncover the guiding principles for what could become a business X-factor.” - Prof Jonathan A.J. Wilson, Professor of Brand Strategy & Culture, Regent’s University London | NYU London | Loughborough University | LinkedIn Learning Instructor “In this unique book, Dr S M A Moin presents branding as narrative art, co-creating romance, resonance, and symphony to emotionally connect with consumers’ hearts and minds. Personal branding and brand storytelling in the age of artificial intelligence have also been covered with new insights. This is a credible guide on brand communications that I recommend to all marketers.” - Professor Kazem Vafadari, Ritsumeikan Asia Pacific University, Beppu, Japan “Dr. Moin's book masterfully unlocks the magic of storytelling for brand success in today’s digital landscape. From ancient cave paintings to immersive AI-informed narratives, this book maps the evolution of this ""divine gift"" in marketing, highlighting the science and art of crafting stories that ignite brand passion and captivate consumers.” - Dr Haytham Siala, Associate Professor in Marketing, Queen Mary University of London, UK “Storytelling in Marketing and Brand Communications covers time-tested fundamentals of narration, but also takes us all the way to present concerns such as transmedia storytelling and harnessing AI for creativity. Beginners and veterans alike will find food for thought in this wide-ranging introduction.” - Dr Astrid Van den Bossche, Lecturer (Assistant Professor) in Digital Marketing and Communications, King’s College London “A very comprehensive and multi-disciplinary approach to storytelling that would be beneficial to those in arts and humanities, social sciences, and business and management.” - Dr Sianne Gordon-Wilson, Assistant Professor in Marketing and Deputy Chair for School's Research Committee, Queen Mary University of London; Associate Editor for the Journal of Consumer Behaviour."