StoryBranding Wins Third Book Award
StoryBranding 2.0 is both an entertaining and instructive book about the intersection between storytelling and branding. In addition to including a number of fascinating anecdotes from Signorelli’s illustrious career as an ad man, it provides both beginners and advanced marketers an innovative approach to creating “best-selling”
After years of researching the inner workings of story, Signorelli's book focuses on the application of his "6C’s StoryBranding Process." Through it, Signorelli shows how brands can benefit from using the same scaffolding that authors and screenwriters use to create engaging, talked-about narratives. As Signorelli points out, seeing the task of branding from an author’s point of view is, in many ways, more effective than the traditional point of view still espoused by many branding experts.
Brand storytelling has become all the rage in marketing circles. But Signorelli’s prescriptions are quite different than most. For one, he strongly supports the notion that brands, not their customers, should be cast as story heroes. “Like heroes that we admire and follow, brands can play a similar role in today’s changing world,” says Signorelli. “This can’t be done when customers are put in charge of what a brand should stand for. That’s like asking your children how to be a good parent."
Through a number of real world examples and humorous anecdotes, Signorelli falls back on his 35-year career as an observer and creator of brand identities. Through his perspective, the “good old days” of branding are gone forever. “Consumers now have access to information that is far more objective than the so-called facts that marketers communicate about their brands,” he says. "A brand is more than a label associated with features and benefits. Whether the brand describes a product, service, or the name on your birth certificate, buyers prefer to identify with what it stands for, more than what it provides."
According to the Forward of StoryBranding 2.0, written by Joey Reiman, himself a branding luminary, "Signorelli is the consummate storyteller."
StoryBranding 2.0 is available in bookstores and through Amazon, Barnes & Noble and other online providers. Read more about it at Story-Lab.net