Storyscaping: Stop Creating Ads, Start Creating Worlds

ISBN-13: 9781118823286 / Angielski / Twarda / 2014 / 256 str.

Gaston Legorburu; Darren McColl

Opis

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.

• Shows how to map how the consumer engages with the category and product/service
• Explains how to develop an organizing idea and creative plan for an immersive storyscape experience
• Defines the role of marketing channels around the organizing idea
• Establishes how technology can be applied to the experience

Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com

Spis treści

Acknowledgments vii

About the Authors viii

PART ONE Great Storytelling Alone Won t Save Your Business 1

00 INTRODUCTION 3

01 FROM THE CAMPFIRE 17

02 YOUR FIRST KISS 35

03 BRAVE NEW WORLDS 55

PART TWO Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections 77

04 THE STORYSCAPING MODEL 79

05 POWER OF WHY 91

06 WALK THE WALK 107

07 INSIGHT TO DESIRE 125

08 IN THEIR SHOES 143

09 THE ORGANIZING IDEA 165

10 MEET YOUR STORYSCAPE 181

11 WORLDS THAT SELL 199

12 SHOCK YOUR CULTURE 219

References 231

Index 241

O autorze

GASTON LEGORBURU is Worldwide Chief Creative Officer of SapientNitro, a new breed of agency that is redefining storytelling for an always–on world. Recognized by Adweek 50 as a game–changer who is modeling the agency of the future, Gaston sets much of the strategic and creative vision for the agency and provides clients forward–thinking insights on their most critical marketing challenges. This has earned him the honor of many recognitions in marketing and advertising and a seat on the juries of such prestigious advertising award shows as D&AD, Cannes Festival of Creativity, ADC, the One Show and the Webbys.

DARREN McCOLL is the Global Chief Brand Strategy Officer of SapientNitro, where he collaborates with global teams and clients to help create worlds of immersive stories and experiences. "Daz" as he is known, brings insight and strategic guidance to many of the world′s biggest brands including: Virgin, McDonald′s, Nestlé, Mars, Foster′s, Burger King, Subway, Footlocker, ESPN, Volvo, Chrysler and Coca–Cola. He is a sought after speaker with experience that spans markets worldwide and his work has earned him many awards including: Effies, New York Festivals, The One Show, Clios, D&AD (Black Pencils), and three coveted Cannes Lions Grand Prix.

Blurb

Praise for Storyscaping: Stop Creating Ads, Start Creating Worlds

"Bravo Gaston Legorburu and Darren McColl. Storyscaping: Stop Creating Ads, Start Creating Worlds is a blockbuster tale about stories and the power they have to turn brands into stands. In a world that is ad rich and idea poor, these authors are the heroes who will save your job and career by giving you the ultimate tool for the next generation of marketers: the great story."
Joey Reiman, CEO, BrightHouse, Author of The Story of Purpose

"Storyscaping is a unique and immediately applicable way for a brand to tell their whole story, across all the channels necessary. In today′s ever–changing media landscape it is important for brands to get the entire picture, not just a few pieces. This is a must–read for anyone in the marketing and media ecosystem."
Nancy Hill, President and CEO, American Association of Advertising Agencies

"I have known Gaston for years. He has always been a big advocate of story and storytelling systems. In this book he reveals his in–depth passion alongside a set of inspirational practices that will help us all become better storytellers, better storydoers, and better storysystems builders."
Jonathan Mildenhall, Senior Vice President, Integrated Marketing Content and Design Excellence, The Coca–Cola Company

"As an actor and producer, I′m immersed in the world of story telling. Today′s consumer expects more engagement and interaction with brands and products. Darren (Daz) is one of the most insightful guys I know in the world of marketing, and he and Gaston′s work on Storyscaping will change the way we look at telling stories to consumers long into the future."
Omar epps, Actor, Producer, Media Entrepreneur