Includes bibliographical references and index.

Brand storytelling: what is it? -- Where do I start? -- The magic (and magic tricks) in storytelling -- IMC reimagined: building an integrated marketing plan with story -- The brand story hero: put your customers at the heart of your brand story -- If story is magic, vulnerability is the magic wand -- Ethics in storytelling: when to use your secret weapon -- Immersive storytelling: exploring the story experience -- Your best brand storytellers: employees and influencers -- Marketing (actually, testing) your brand story -- Benchmarking your brand story -- Villains and antagonists: the bad guys who want to tear down your brand story -- The future of brand storytelling: how AI, machine learning and automation can tell only one side of the story -- Inspire your brand story: interviews with leading storytellers around the world.

"Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It provides a step by step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality, and positioning the customer as a key influencer to motivate the audience." -- amazon.com