Publisher Description
How to use powerful tools to engage customers with your brand Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more. Shows how to map how the consumer engages with the category and product/service Explains how to develop an organizing idea and creative plan for an immersive storyscape experience Defines the role of marketing channels around the organizing idea Establishes how technology can be applied to the experience Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com
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“Bravo Gaston Legorburu and Darren McColl. Storyscaping: Stop Creating Ads, Start Creating Worlds is a blockbuster tale about stories and the power they have to turn brands into stands. In a world that is ad rich and idea poor, these authors are the heroes who will save your job and career by giving you the ultimate tool for the next generation of marketers: the great story.”
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Joey Reiman, CEO of BrightHouse and author of The Story of Purpose
About the Authors
Gaston Legorburu is worldwide chief creative officer of SapientNitro, a new breed of agency that is redefining storytelling for an always-on world. Recognized by Adweek as a game-changer who is modeling the agency of the future, Legorburu sets much of the strategic and creative vision for the agency and provides clients forward-thinking insights on their most critical marketing challenges. This has earned him significant recognition in marketing and advertising and a seat on the juries of such prestigious advertising award shows as D&AD, Cannes Festival of Creativity, ADC, the One Show, and the Webbys.
Darren “Daz” McColl is the global chief brand strategy officer of SapientNitro, where he collaborates with global teams and clients to help create worlds of immersive stories and experiences. McColl brings insight and strategic guidance to many of the world’s biggest brands, including Virgin, McDonald’s, Nestlé, Mars, Foster’s, Burger King, Subway, Footlocker, ESPN, Volvo, Chrysler, and Coca-Cola. He is a sought-after speaker with experience that spans markets worldwide, and his work has earned him many awards, including Effies, New York Festivals, The One Show, Clios, D&AD (Black Pencils), and three coveted Cannes Lions Grand Prix.
About Timothy Andrés Pabon
Timothy Andrés Pabon is an English- and Spanish-speaking voice-over artist who has worked extensively in advertising and audiobook narration. He has had acting roles on House of Cards and has also been a costar on HBO’s acclaimed series The Wire opposite country music legend Steve Earl. As a stage actor, he has worked off-Broadway at the June Havoc Theatre, and his regional credits include Center Stage, the Shakespeare Theatre, Arena Stage, the Hippodrome, Olney Theatre, Rep Stage, and GALA Hispanic Theatre.