In a world where the power of a brand is etched through stories, this book emerges as a critical exploration into the essence and impact of narrative in branding. It delves into the strategic dimensions of brand storytelling and presents a comprehensive journey from the foundational theories to the practical implications of storytelling in marketing. Readers will explore how brands leverage stories to forge deep connections, evoke emotions, and differentiate themselves in a cluttered marketplace. Through a series of insightful contributions, this book examines the architecture of brand stories, investigates their role in guiding marketing strategy, and discusses their impact on stakeholder engagement. This volume is an invaluable resource for marketing professionals, brand managers, and scholars, offering both a deeper theoretical understanding and practical frameworks to harness the transformative power of storytelling in strategic brand management. The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.
Introduction: Strategic Brand Storytelling
1. Brand stories in
marketing: A bibliographic perspective
2. The dynamic construction of brand
storytelling
3. Story elements, narrative transportation, and schema
incongruity: A framework for enhancing brand storytelling effectiveness
4.
The role of plot in brand story construction: A neurophysiological
perspective
5. How dark stories boost recall
6. Telling the tale: Applying a
strategic brand storytelling process for STP planning
7. Building positive
internal and external stakeholder perceptions through CSR storytelling
8.
Brand activism change agents: strategic storytelling for impact and
authenticity
Adam J. Mills is Associate Dean, Associate Professor of Marketing, and the Chase Professor of Minority Entrepreneurship at Loyola University New Orleans College of Business. His research investigates the engineering of customer experience in both retail and educational spaces, focusing on brand storytelling and service innovation.
