Storyscaping Stop Creating Ads Start Creating Worlds 1st edition by Gaston Legorburu, Darren McColl – Ebook PDF Instant Download/Delivery: 1118823281, 978-1118823286
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ISBN 10: 1118823281
ISBN 13: 978-1118823286
Author: Gaston Legorburu, Darren McColl
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.
Storyscaping Stop Creating Ads Start Creating Worlds 1st Table of contents:
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
Bring Back the Art
Inventory the Experience Space
To See or To Leave Be?
Signposts
Roundabouts
Town Centers
Destinations
Connecting Story and System for Behavior
System Teams for Teamed Systems
Putting It All Together
Chapter 11: Worlds that Sell: Constructing a Storyscape That Is Sensing and Adaptive
Building Worlds That Are Sensing
Building Instrumented Ecosystems
Building Worlds That Are Adapting
A World of Brand Response
Media Mix Modeling versus Marketing Mix Optimization
Measuring Return on Storyscapes
Measuring—Is It the New Black?
Brand and Marketing ROI
Return on Media and Channels
Experience Optimization
Return in the New Era of Marketing
Chapter 12: Shock Your Culture: Creating an Environment That Is Conducive to Great Storyscaping
Collaboration of Connection
True Collaboration versus Subservient Corporate Structures
Not One of Us Is Smarter Than All of Us
Architecture
Stewardship
Craft
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Tags: Gaston Legorburu, Darren McColl, Stop Creating, Creating Worlds