Publisher’s Review

Until this book was written, the phrase “brands are stories” was merely a marketing cliché. Having delved into how stories influence our behavior, however, Jim Signorelli asserts that the association between stories and brands deserves far more than that stock phrase.

Among the many books about branding directed toward marketing and advertising practitioners and students, none is like StoryBranding. Modeled after the way stories work, this book provides a unique planning process for creating authentic brand identities. It also reveals a number of concealed traps that other branding approaches often overlook. Drawing on the persuasive power of stories, Jim Signorelli argues that a great deal of wasted effort is put into creating advertising messages that do too much “telling” and too little “showing.”

To help brands resonate with their audiences, Jim Signorelli takes you step-by-step through StoryBranding’s six C’s—a process that shows how to approach the development of all brand communications the way story writers approach their characters, plots, and themes. He includes sample “Story Briefs” and “I AM” statements that help brands achieve a greater degree of authenticity than traditional creative or brand briefs have. He includes sample “Story Briefs” and “I AM” statements that show how StoryBranding principles can be put to work.

Download an excerpt from the soon-to-be-published book, StoryBranding: Creating Standout Brands Through The Power of Story at www.eswpartners.com/storybranding

All marketers should read Jim’s book, especially those who haven’t embraced storytelling. It not only drives home the efficacy of storytelling, but also offers a road map for leveraging this tool to uniquely communicate the human essence of a brand. Thought provoking and useful book.”
—Dennis Dunlap, CEO, American Marketing Association

“Jim Signorelli travels where few advertising/marketing books have gone before. He masterfully decodes brand storytelling without ever going astray from the business
conversation. Therein lies his genius, as Signorelli remains grounded in a story we can all relate to: delivering a functional framework for how brands can speak truth, create culture, and transform the world. An essential must-read!”
—Michael Margolis, president, Get Storied; author of Believe Me

“ We all use stories to communicate with each other—families, friends, or business associates. Jim has captured the essence of how to tell a good story that not only resonates with the listener but drives home the message in a clear and concise fashion.”
—Russ Umphenour, CEO, Focus Brands

“ StoryBranding stands out from the crowd of ‘how to use stories’ books by focusing on the structure of story itself. StoryBranding shows how story logic, even more than stories themselves, can illuminate the dynamic nature of the branding process. It has already changed how I will approach defining and communicating my own brand.”
—Doug Lipman, storytelling coach, Storydynamics.com

“It is almost too good to be true that this book has finally been written. Jim Signorelli blends years of wisdom with the magic of story in a format that is so accessible it makes me cry that I didn’t have it twenty years ago”
—Annette Simmons, Best selling author of Whoever Tells the Best Story Wins and The Story Factor

“I’ve done the science research to establish why stories are so powerful for human communications. Jim’s book is an excellent practical guide to how you effectively use them.”
—Kendall Haven, Story Strategist/Author/Master Storyteller

“Heroic brands make the customer the hero of their brand story. StoryBranding makes the journey easy, predictable and profitable.”
Dave Lakhani – Author of Persuasion – The Art Of Getting What You Want

“Jim uses humor and stories brilliantly to provide a road map for making your brand stand out. Everyone loves a great story — listen to his tales and let everyone love your brand. This is a book that is tough to put down.”
Sal Seredni, President and CEO of TradeStation Group

“StoryBranding resonates just like a great story. Like the brand building process itself, Jim’s analogy is part vision-quest, part how-to and completely engaging. More than a book, this workbook is a must-read for those brands who want to be part of the Participation Economy.”
Lisa Colantuono, Co-Partner, AAR Partners, Adjunct Advertising Professor, NYIT

“How does a brand become one seen as the right brand ? The one about which customers feel “my brand gets me”? It’s challenging, but we know it can be done, because best customers feel it, and even say things like” “But MY brand is different. StoryBranding is a terrific read for those who want to make this happen.”
Tom Collinger, Associate Dean of Integrated Marketing at Northwestern University

“If someone asked me for one book to read on how to build an enduring brand, I would direct them to StoryBranding. Jim Signorelli takes you on a step by step process of how to use the power of storytelling to help brands connect emotionally with their consumers.”
Larry Kelly, Clinical Professor of Advertising – University of Houston

“Jim Signorelli’s ‘Story Branding’ is intriguing. To economists advertising conveys information about a product or service. A story can help to fix an image of the product or create and association in the mind of the consumer. What better approach for political advertising where each politician has a story and, in the end, is the story.”
Robert Brusca, PhD, Fact and Opinion Economics

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To pre-order visit www.eswpartners.com/storybranding

 

or Amazon.com