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Guides and Templates
Engaging brand stories unite people searching for commonality and appreciation of the essence of a brand. But, contrary to popular belief, brands themselves are not the heroes of stories. Their role is to help consumers to reach their full potential. In this way, every story, whether related to retail or business-to-business, is really a tale about consumers.
The more immersive the narrative, the more gripping it becomes for the hero of the story – in other words, the reader/site visitor. Digital channels help make such an experience feel authentic and content makers elevate standard copywriting into meaningful dialogues that support marketing goals.
This guide helps you explore the fundamentals of developing powerful authentic brand stories. Narratives demonstrate product or service applications, strengthen loyalty, and establish your brand as a trusted ‘thought leader’.
This is aimed at communication professionals working in:
The main sections of the guide include:
Throughout the guide, you’ll read examples of when famous brands have crafted meaningful stories around themselves, and others of when their attempts have backfired and damaged their public image.
Author: Jonathan Gabay – LinkedIn
Format: 11,000 word primer
Jonathan Gabay is one of Europe’s premier creative branding authorities. He is the author of 15 books including university textbooks on content. His latest title is Brand Psychology.
Jonathan is a regular keynote speaker for major brands around the world.
News organizations including CNN, BBC, Sky, Bloomberg and many more, trust Jonathan to explain the stories behind the biggest brand news headlines.
In addition to advising global enterprises, including digital content contextual experience platform providers, Jonathan is involved with helping countries brand their stories on the world stage.