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 astep-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.
