Creating a Brand Story

Use Psychology to Deliver a Customer-Centred Narrative
1. Auflage 2025
ISBN: 978-1-3986-1882-4
Verlag: Kogan Page

Buch, Englisch, 232 Seiten, Format (B × H): 156 mm x 234 mm

Brand stories are increasingly important tools in marketing, helping brands to better connect to their customers. In order to create really effective brand stories however, you need to understand and be able to speak to your customers' inner desires. This book is a practical guide for mid-career branding and communication professionals on how to make your customers the focus of your brand stories. Move away from telling them about yourself and towards connecting with them in a way that centres your brand in their internal narratives with this innovative book. Creating a Brand Storyexplains why the stories we tell about ourselves are important and how those stories have an impact on the things we buy and the products we use. From there, it explores how marketers can discover the sorts of stories their customers are telling themselves and how an understanding of these can help you better create compelling narratives around how your products can fit into your customers' lives. Taking this knowledge, the book explains how all parts of your brand from your messaging to your brand behaviour, price and even aesthetics can be shaped to better connect with your customers and gives you the tools you need to do so. Exploring every aspect of how psychology can better help you create compelling brand stories, Creating a Brand Story contains real world examples from companies such as Gymshark, Dr Martens, Minecraft and Dove.

Autoren/Hrsg.

Jordan, Pat

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

• Section - ONE: Stories and Identities
• • Chapter - 01: Why stories are important
  • Chapter - 02: How stories can speak to customers’ identities
  • Chapter - 03: How to find and understand customers’ desired identities
• Section - TWO: Archetypes
• • Chapter - 04: Archetypes and how to use them for market segmentation
  • Chapter - 05: How brands can use archetypes to tap into customers’ desires
• Section - THREE: Methods and Processes
• • Chapter - 06: User requirements
  • Chapter - 07: Branding and brand attributes
  • Chapter - 08: Creating and using personas
  • Chapter - 09: Measuring and evaluating success

Über Autor(innen)

Jordan, Pat
Pat Jordan is a global brand consultant, academic and government advisor based in London, UK. As founder of The Worldwide Psychology Company, he advises the private sector and governments on issues of branding, marketing and strategy based on customer insights. As an academic, he is currently Professor of Design Psychology at Middlesex University and Professor of Branding at CEDIM, Mexico. He is a popular speaker and guest lecturer, speaking at conferences such as Forrester Marketing Forum, The Marketing Meet Up and the Market Research Society's Conference.

Pat Jordan is a global brand consultant, academic and government advisor based in London, UK. As founder of The Worldwide Psychology Company, he advises the private sector and governments on issues of branding, marketing and strategy based on customer insights. As an academic, he is currently Professor of Design Psychology at Middlesex University and Professor of Branding at CEDIM, Mexico. He is a speaker and guest lecturer, speaking at conferences such as Forrester Marketing Forum, The Marketing Meet Up and the Market Research Society's Conference.