Book

Legorburu, Gaston, author.

Storyscaping : stop creating ads, start creating worlds / by Gaston Legorburu & Darren McColl.

Hoboken : John Wiley & Sons, [2014]

©2014

xi, 244 pages : illustrations ; 22 cm.

"Offers a powerful new approach to advertising and marketing in the digital age that uses stories as the foundation for designing emotional and transactional experiences for customers, both online and offline."--book jacket.

Advertising.

Storytelling.

Branding (Marketing)

McColl, Darren, author.

Includes bibliographical references and index.

Great storytelling alone won't save your business. Form the campfire: making sense of the world through story -- Your first kiss: harnessing the power of experience -- Brave new worlds: moving from storytelling to storyscaping -- Storyscaping immersive experiences for powerful brand and consumer connections. The storyscaping model: deciphering the code to creating worlds -- Power of why: unlocking your organization's purpose for increased brand value -- Walk the walk: driving the authentic brand behaviors that fuel business growth -- Insight to desire: understanding the values and aspirations of the consumer -- In their shoes: using ethnography to understand consumer engagement and buying insights -- The organizing idea: inspiring experiences that change behavior and drive transactions -- Meet your storyscape: when your organizing idea and the experience space soulfully meet -- Worlds that sell: Constructing a storyscape that is sensing and adaptive -- Shock your culture: creating an environment that is conducive to great storyscaping.

9781118823286 (hbk.)

1118823281 (hbk.)

864788726

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659.1 Legorbur