From the Inside Flap
Marketers, technologists, and corporate leaders are always searching for ways to more effectively connect consumers with their brand. But the way consumers absorb information and make their decisions has changed. Companies need to stop creating ads and marketing campaigns, and think in terms of Organizing Ideas, Systems Thinking, and platform creation, to create "worlds" of consumer experience.
Storyscaping offers a powerful new approach to advertising and marketing in the digital age that uses stories as the foundation for designing emotional and transactional experiences for customers, both online and offline. Each connection inspires customers to engage with others, so the brand becomes part of the customer′s story. This step–by–step, actionable guidance shows how to create immersive experiences that solve the challenge of connecting brands and consumers. Discover how to:
- Identify and define your core desired consumer segment
- Unlock or define your brand or organization′s Purpose
- Understand the emotional desires of your consumer
- Establish a clear product/service positioning and offer
- Understand and map how the consumer engages with the category and the product/service
- Apply technology and build a Story System
Storyscaping outlines the process of developing an Organizing Idea and creative plan for an immersive storyscape experience and explains how to define the role of marketing channels. Measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand and influence others to do the same.
From the Back Cover
Praise for Storyscaping: Stop Creating Ads, Start Creating Worlds
"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."
Joey Reiman, CEO, BrightHouse, Author of The Story of Purpose
"Storyscaping is a unique and immediately applicable way for a brand to tell their whole story, across all the channels necessary. In today′s ever–changing media landscape it is important for brands to get the entire picture, not just a few pieces. This is a must–read for anyone in the marketing and media ecosystem."
Nancy Hill, President and CEO, American Association of Advertising Agencies
"I have known Gaston for years. He has always been a big advocate of story and storytelling systems. In this book he reveals his in–depth passion alongside a set of inspirational practices that will help us all become better storytellers, better storydoers, and better storysystems builders."
Jonathan Mildenhall, Senior Vice President, Integrated Marketing Content and Design Excellence, The Coca–Cola Company
"As an actor and producer, I′m immersed in the world of story telling. Today′s consumer expects more engagement and interaction with brands and products. Darren (Daz) is one of the most insightful guys I know in the world of marketing, and he and Gaston′s work on Storyscaping will change the way we look at telling stories to consumers long into the future."
Omar epps, Actor, Producer, Media Entrepreneur