Brand Storytelling：Crafting Compelling Narratives that Resonate with your Audience

In the digital era with its ever-evolving marketing landscape, it is increasingly important for companies to find new and better ways to stand out. One of the most effective means to attract attention and build customer relationships is through skilled brand storytelling. A compelling narrative that resonates with target audience(s), plus the potential for hyperpersonalisation and sensory immersion, is key.

This book is a concise, practical guide to brand storytelling that is useful for students and executives alike. It begins with an exploration of the neuroscience behind the art and appeal of storytelling, followed by the basic principles and a
step-by-step framework for everyday practitioners. Packed with valuable insights and actionable strategies, it features well-crafted real-world examples from various businesses in Hong Kong, China, and around the world.

Dr. Gladys LAM
Adjunct Professor of the College of Business at the City University of Hong Kong and has served as an EMBA module leader for the Innovations in Marketing course. She has published research findings in Cubic Journal and in the Proceedings of the... Conference of the American Academy of Advertising. Prior to joining academia, she was managing partner of her own company and an awardwinning creative director at multiple international 4As advertising agencies.

Part I The Art and Science of Storytelling
Chapter 1 A Neuroscience Perspective
Chapter 2 Remarkable Story Principles
Chapter 3 Strategic and Tactical Stories
Part II Crafting a Compelling Narrative
Chapter 4 Defining Brand Value and Purpose
Chapter 5 Understanding Your Customers
Chapter 6 Choosing the Right Tone of Voice
Chapter 7 Formulating Creative Strategies
Chapter 8 Using the Right Visual
Chapter 9 Integrating Across Various Communication Channels
Chapter 10 Bringing Everything Together
Part III The Future of Brand Storytelling
Chapter 11 Shaping What Comes Next