Storytelling in Marketing and Brand Communications (Routledge Studies in Marketing)

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation.Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights.With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation.Likewise, we tell stories through social media platforms that transcend time and space.Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative ren