Storyscaping stop creating ads, start creating worlds
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 t...
| Autor principal: | |
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| Otros Autores: | , , , , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
2014.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627929706719 |
Tabla de Contenidos:
- Storyscaping: Stop Creating Ads, Start Creating Worlds; Copyright; Contents; Acknowledgments; About the Authors; Part 1: Great Storytelling Alone Won't Save Your Business; Introduction; The Fast, Cheap, and Good Rule; Price-Based Differentiation; Story-Based Differentiation; Experience-Based Differentiation; Storyscaping Differentiation; Price-Based Differentiation; Story-Based Differentiation; Experience-Based Differentiation; Storyscaping Differentiation; Chapter 1: From the Campfire: Making Sense of the World through Story; The Box with 8 Crayons; Step Up to the Big Box of 24 Crayons
- Story Is Our Currency Double This and Half That; Talk About Ripple Effect; Chapter 2: Your First Kiss: Harnessing the Power of Experience; Power of Experience; Consumer Expectations; Consumers Are Marketers; Consumers Have Spidey Sense; Experience-Based Differentiation vs. Product Differentiation; Technology Is an Enabling Tool; Chapter 3: Brave New Worlds: Moving from Storytelling to Storyscaping; Your College Years Were Not a Total Waste; Worlds by Design; Widen Your Experience Space; Easier Entry to Market; That's Some Kind of Fragment You Got There; People Are Walking, Breathing Filters
- The Brand as Content Creator Blending the Power of Two; Does Technology Inspire the Story, or Does the Story Inspire Technology?; Part 2: Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections; Chapter 4: The Storyscaping Model: Deciphering the Code to Creating Worlds; Foundation for Real Success; No Void in the Experience Space; A Clear Perspective; Good Things Are Worth Evolving; Chapter 5: Power of Why: Unlocking Your Organization's Purpose for Increased Brand Value; Erect Pillars for Strength; What Purpose Is Not; What Purpose Is; Applying Purpose with Purpose
- The Journey of Discovery, Not Invention Chapter 6: Walk the Walk: Driving the Authentic Brand Behaviors That Fuel Business Growth; Positioning for Position; The Consequence of Expectation; A Functional Solution to Experience Differentiation; Walking the Walk; Transparency Is Fashionable; The Gift of Function; Step Up Your Walk; Chapter 7: Insight to Desire: Understanding the Values and Aspirations of the Consumer; Change or Cash In; Skin in the Game; Fancy Meeting You Here; Ask and You Shall Receive; Revert to Age Five
- Chapter 8: In Their Shoes: Using Ethnography to Understand Consumer Engagement and Buying Insights To Eat with You Is to Know You; At the Peak of Anticipation; Start with People; Behaviors Are Storytellers; Need to Move Beyond Need; Let's Go Hunting; Get a Bigger Slice; Map Out the Opportunities; You Know Something?; What You See Is What You; Chapter 9: The Organizing Idea: Inspiring Experiences That Change Behavior and Drive Transactions; Let the Creation Begin; What to Avoid; Chapter 10: Meet Your Storyscape: When Your Organizing Idea and the Experience Space Soulfully Meet
- The Trouble with Media Myopia
