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StoryBranding: Creating Stand-Out Brands Through The Power of Story Hardcover


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Product Details

  • Hardcover: 220 pages
  • Publisher: Greenleaf Book Group Press (January 1, 2012)
  • Language: English
  • ISBN-10: 1608321452
  • ISBN-13: 978-1608321452
  • Product Dimensions: 9 x 6.3 x 1 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #224,336 in Books (See Top 100 in Books)

Editorial Reviews

Review

"It is almost too good to be true that this book has finally been written. Jim Signorelli blends years of wisdom with the magic of story in a format that is so accessible it makes me cry that I didn't have it twenty years ago"
--Annette Simmons, Best selling author of Whoever Tells the Best Story Wins and The Story Factor


"I've done the science research to establish why stories are so powerful for human communications. Jim's book is an excellent practical guide to how you effectively use them."
--Kendall Haven, Story Strategist/Author/Master Storyteller


"Jim Signorelli masterfully decodes brand storytelling without ever going astray from the business conversation. Therein lies his genius. He remains grounded in a story we can all relate to: delivering a functional framework for how brands can speak truth. An essential must read.
--Michael Margolis, president, Get Storied; author of Believe Me


All marketers should read Jim's book, especially those who haven't embraced storytelling. It not only drives home the efficacy of storytelling, but also offers a road map for leveraging this tool to uniquely communicate the human essence of a brand. Thought provoking and useful book."
--Dennis Dunlap, CEO, American Marketing Association


" We all use stories to communicate with each other--families, friends, or business associates. Jim has captured the essence of how to tell a good story that not only resonates with the listener but drives home the message in a clear and concise fashion."
--Russ Umphenour, CEO, Focus Brands


<span>"It is almost too good to be true that this book has finally been written. Jim Signorelli blends years of wisdom with the magic of story in a format that is so accessible it makes me cry that I didn't have it twenty years ago"
--Annette Simmons, Best selling author of Whoever Tells the Best Story Wins and The Story Factor</span>

<span>"I've done the science research to establish why stories are so powerful for human communications. Jim's book is an excellent practical guide to how you effectively use them."
--Kendall Haven, Story Strategist/Author/Master Storyteller</span>

<span>"Jim Signorelli masterfully decodes brand storytelling without ever going astray from the business conversation. Therein lies his genius. He remains grounded in a story we can all relate to: delivering a functional framework for how brands can speak truth. An essential must read.
--Michael Margolis, president, Get Storied; author of Believe Me</span>

<span>All marketers should read Jim's book, especially those who haven't embraced storytelling. It not only drives home the efficacy of storytelling, but also offers a road map for leveraging this tool to uniquely communicate the human essence of a brand. Thought provoking and useful book."
--Dennis Dunlap, CEO, American Marketing Association</span>

<span>" We all use stories to communicate with each other--families, friends, or business associates. Jim has captured the essence of how to tell a good story that not only resonates with the listener but drives home the message in a clear and concise fashion."
--Russ Umphenour, CEO, Focus Brands</span>

''It is almost too good to be true that this book has finally been written. Jim Signorelli blends years of wisdom with the magic of story in a format that is so accessible it makes me cry that I didn't have it twenty years ago''
--Annette Simmons, Best selling author of Whoever Tells the Best Story Wins and The Story Factor''I've done the science research to establish why stories are so powerful for human communications. Jim's book is an excellent practical guide to how you effectively use them.''
--Kendall Haven, Story Strategist/Author/Master Storyteller

''Jim Signorelli masterfully decodes brand storytelling without ever going astray from the business conversation. Therein lies his genius. He remains grounded in a story we can all relate to: delivering a functional framework for how brands can speak truth. An essential must read.
--Michael Margolis, president, Get Storied; author of Believe Me

''All marketers should read Jim's book, especially those who haven't embraced storytelling. It not only drives home the efficacy of storytelling, but also offers a road map for leveraging this tool to uniquely communicate the human essence of a brand. Thought provoking and useful book.''
--Dennis Dunlap, CEO, American Marketing Association

''We all use stories to communicate with each other--families, friends, or business associates. Jim has captured the essence of how to tell a good story that not only resonates with the listener but drives home the message in a clear and concise fashion."
--Russ Umphenour, CEO, Focus Brands</span>

From the Author

I've always had a passion for advertising. My favorite class in grade school was 'show and tell.' As a paperboy, I would add subscribers by copy testing leaflets ("If you buy from me, I promise not to throw your paper in the bushes," out pulled "You need the news, I need the money.")

After receiving both a B.A. and M.A. in advertising from Michigan State University, I started my adult career in advertising in nearby Chicago. I later worked in New York, Los Angeles and Baltimore amassing experience on a wide variety of major accounts like Citibank, Kraft Foods, Burger King, General Electric, Toshiba, Arby's and many others.

In 1999 I started my own agency back in Chicago that today goes by the name esw StoryLab. Our agency has been named to the Inc. 5000 list of fastest growing independent companies in the U.S., three years straight. In that time I became a story buff, as I set out to understand why stories are so powerful and how advertising can benefit from the way they are structured. My soon-to-be published book, StoryBranding: Creating Stand Out Brands Through the Power of Story is the culmination of three years of research on the subject.

When I'm not working or telling a story, I am an avid golfer, tennis player, drummer. And my weirdness finds its expression in a prized Pez collection. I live with my lovely wife Joan in Evanston, Illinois.


More About the Author

Before Jim switched to client management, he had won a number of awards as an advertising copywriter. Eventually, he found strategic planning to be more fun instead of being chained to a keyboard. So he bought a suit and began a career that led him from Chicago, to New York, to Los Angeles, Baltimore and then back to Chicago where he founded ESW Partners.

He has worked with major national brands such as Citibank, General Electric, Toshiba, Burger King , Arby's , KFC, International Harvester, Blue Cross/Blue Shield and others. And he has worked at major advertising agencies including, N.W.Ayer, W.B.Doner, Marsteller , Lois USA and Frankel &Co. He started what became ESW Partners in 1999 with two other people. Today, ESW Partners is made up of 45 employees and has been cited by Crain's Chicago as one of Chicago's fastest growing agencies. ESW has also been named to the INC. 500 list of fastest growing independent companies in the U.S. for the last three consecutive years.

Jim's Book, StoryBranding™: Creating Standout Brands Through The Power of Story, received the Gold Medal from Axiom Business Books in the Marketing/Adverting Category.

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Customer Reviews

4.7 out of 5 stars
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See all 22 customer reviews
Terms are explained & it is an easily read book that is educative.
Theresa Huse
The book is a great tool to have in your marketing bag and I recommend it for anyone wanting to build their brand into something real.
Mathew
You discover ways to know your brand and your prospect/customer and how to use story archetypes to define and match both.
Gregg Morris

Most Helpful Customer Reviews

3 of 4 people found the following review helpful By Mathew on April 2, 2013
Format: Hardcover
As a non-marketing professional, StoryBranding provides a fresh and practical look at what most people already subconsciously know. That is, we as consumers naturally gravitate to Brands whose story resonates with us. Jim Signorelli's awareness into the relationship and interactions of consumers and brands is laid bare and the book is written in a way to evoke any reader to gain additional insights into how to better position and market their brand.

Whilst working with companies in understanding why their plans are not going as they thought, you often see and hear the passion they have for their story, yet the story has not come through in the way they are projecting to the market. StoryBranding offers a structured approach to fully understand what your story is and how to combine it into a cohesive plan. Whether you are a marketing guru at a multinational HQ or a small business owner, the action plan still works.

StoryBranding however is not all about you. It also discusses the need to understand your consumer and what their Truths are. Once you establish a resonance with their truth, resistance to the brand is reduced. The book is a great tool to have in your marketing bag and I recommend it for anyone wanting to build their brand into something real.
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3 of 4 people found the following review helpful By Gregg Morris on January 4, 2012
Format: Hardcover
If you're pressed for time in this 140 character attention based economy, and looking for the short story review, I offer you this.

Storytelling is surely one of the top buzzwords in the business and personal lexicon today. There are many good books on story and storytelling and just as many on branding. (I haven't read them all but I'm working on it.) StoryBranding is the only one I've read that breaks down the elements of story and relates them in way that will give you a thorough understanding of how to use them in your business or personal branding efforts. By the time you finish the book you'll have a real understanding of how to use story to make the jump from product and featuritis to a genuine connection with your customers that will go beyond any tricks that your competitors can use to try and lure them away.

If you've been bitten by the storytelling bug but not quite sure what to do or how to proceed, this is the book for you. The chapter on Using Archetypical Analysis is worth the price of admission no matter what your level of story understanding and it will lead you to know both your business and your customers in ways that will benefit you both.

Now for the long form version of the review.

When I was hanging up my C-Suite spikes and reuniting with an interest in the world of narrative and story that had been piqued in the late 60s and early 70s while I was in college, I searched and consumed everything I could find that related to those interests. Just over a year into that search I came across Jim Signorelli. At the time he was close to putting the finishing touches on a book called StorySelling.
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3 of 4 people found the following review helpful By phillip on December 20, 2011
Format: Hardcover
Marketing has become an overly complicated, statistic-crazed, research-convoluted, stock price-driven mess. This book
reduces great marketing to it's primal basics: telling a good story--the right story--with a value, or theme, that people
believe in. It's exactly what storytellers have been doing for centuries. Shakespeare would just be a just a bunch of good
stories if it weren't for the powerful, underlying themes of greed, love, betrayal, freedom and more that make them relevant and
powerful 500 years later. This book makes it clear that it's the same for great brands. It's the underlying theme of the brand,
the brand story, that makes all the difference. Signorelli makes it easy to understand and gives you a logical, step-by-step way of
arriving at the right story for a brand. I recommend it for anyone serious about making their brand mean something.
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2 of 3 people found the following review helpful By N.R.B. on October 1, 2012
Format: Hardcover Verified Purchase
This book is single handedly the most influential marketing book I have read in the past year. I really enjoyed Signorelli's approach to the idea of Brand Story. It made the idea approachable and helped to clarify much of the "illusion" around the brand story concept. Every company strives to reach the iconic Apple or Disney brand affiliation and applying Signorelli's concepts in this book makes that goal achievable.
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2 of 3 people found the following review helpful By David Powers on April 30, 2012
Format: Hardcover
Last year I attended a conference by Don Miller called Storyline. It was all about writing the story of your life before you live it, not when it's too late to change anything. The idea of writing a great story and living it out really appeals to me. As much as I liked the idea of writing a story with my life, I also wondered where business figures into it. I know that the source of my income plays into my story in a big way, but is it possible to write the story that I want my business ventures to live out as their own story?

Turns out there is a way to do this. I recently started reading a book called StoryBranding by Jim Signorelli. It's all about telling stories through your business and telling a story with your business. Your own personal story is rather easy. After all, you're the main character and everyone else is only supporting cast. With a business, even your own, It is the main character and You are part of the supporting cast. Each individual part of your business plays a role in its story, from customer service to the bookkeepers. Even your customers will p ay roles, sometimes even pivotal ones, so be sure how you both select and treat them.

So far though, I've only spoken of story. There's also the devotion to branding that exists as well. After all, that is the purpose of the story, to create a brand that stands out.

The book is very good from several points of view. Of course, there's the business side of things, which is amply discussed. Then there's also the storytelling view of things. We are all storytellers, even if we do not realize it. Our lives tell a story. We relate stories to family and friends every day. It's interesting to understand the business side of that function.
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