NEW

eBook Branding with Powerful Stories: The Villains, Victims, and Heroes Model, 1st Edition

  • Greg Stone
  • Published By:
  • ISBN-10: 1440864780
  • ISBN-13: 9781440864780
  • DDC: 658.8
  • 224 Pages | eBook
  • Original Copyright 2019 | Published/Released April 2019
  • This publication's content originally published in print form: 2019
  • Price:  Sign in for price

About

Overview

Compelling stories exalt, motivate, and acculturate every worker in an enterprise. They also attract customers and media alike. Imagine an elderly man, snowed in, unable to shop for groceries until a supermarket comes to the rescue and delivers his food. The story of this company going out of its way to help a customer in need will resonate not only with consumers but also with employees. This book explains not just how to tell a captivating story, but also what elements-namely, villains, victims, and heroes-it should include in the first place. This approach is based on the notion that in business messaging, the villains may just be your best friends. Villains are simply any problems that cause pain, discomfort, or extra expense for customers, who are in effect the victims. Heroes offer real solutions to customers' predicaments, and there is nothing more powerful than communicating that message and making sure your potential customers remember it.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Dedication.
Contents.
Preface.
Acknowledgments.
The Elements of Your Story.
1: Why Bother with Storytelling? The Payoff Is Executive Presence.
2: Find the Villain to Uncover the Story and Make Your Company the “Hero”.
3: Travel to Your Islands The Key Elements of Messages.
4: Brand with the Heart Because Consumers Often Think Products Have One.
5: Why Stories Resonate Neuroscience Meets Homer.
6: Examples of Great Business Stories The Formulas in Action.
How to Tell Your Story.
7: The Pictures Are Better on Radio or Podcasts Especially with Sound Bites, Rhythm, and Brevity.
8: How to Compose a Compelling Story, in Person or on Video A Dose of Dickens and a Splash of Casablanca.
9: Making Rhetoric Stick Tips, Signs, and Lies.
10: Make Your Words March Clichés, Writer’s Block, and Plot Patterns.
11: Body Language, Vocal Techniques, and Stage Fright Your Body Speaks, Your Voice Gestures.
12: Social Media Relations Printing Presses, Water Coolers, and Crises.
13: More Stories to Emulate Prevail with a Tale.
14: The End of the Story My Own Saga.
Notes.
Bibliography.
Index.
About the Author.