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Introduction: The Ancient Art of Storytelling and the Language of Marketing Read chapter Read first chapter

2020 | OriginalPaper | Chapter

2. Brand Storytelling: A Review of the Interdisciplinary Literature

Author : S M A Moin

Published in: Brand Storytelling in the Digital Age

Publisher: Springer International Publishing

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Abstract

The power of digital technologies and social media has transformed the way brands talk to their customers. Contemporary marketing is less about the products we make and the services we offer, but more about the experiences brands create, giving customers numerous stories to tell. This chapter presents a critical review of the interdisciplinary theories of storytelling drawing on narrative philosophy, consumer psychology, research in branding and tourism. While covering the essential elements of a story, it also highlights the shift from predictable bowling to pinball wizardry due to the rapid advancement of digital technology and proliferation of social media in all aspects of our lives. The chapter also draws on the neuroscience’s perspective of how the brain responses to storytelling and reviews different approaches to brand research with associated brand storytelling.

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previous chapter Introduction: The Ancient Art of Storytelling and the Language of Marketing
next chapter Storytelling for Minds: Neuroscience’s Approaches to Branding
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Metadata
Title
Brand Storytelling: A Review of the Interdisciplinary Literature
Author
S M A Moin
Copyright Year
2020
Book
Brand Storytelling in the Digital Age

Print ISBN: 978-3-030-59084-0

Electronic ISBN: 978-3-030-59085-7

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-59085-7_2