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StoryBranding: Creating Stand-Out Brands Through The Power of Story Hardcover – January 1, 2012


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StoryBranding: Creating Stand-Out Brands Through The Power of Story + Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire
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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: #595,538 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

Jim Signorelli is a marketing thought leader and speaker who has been acclaimed as one of the world's foremost experts on the subject of StoryBranding.

Signorelli's articles and interviews have been featured in magazines, newspapers, and on radio talk shows throughout the United, States, Canada and Europe. His career has been spent working at major advertising advertising agencies throughout the U.S. on major accounts including Citibank, General Electric, Toshiba, Kraft Foods, Burger King, KFC, Taco Bell, McDonald's The American Marketing Assoication, Blue Cross/Blue Shield and many others.

Jim is the founder and CEO of eswSToryLab Marketing which has been cited as one of the top 25 agencies in Chicago by Crain's Chicago Business and has been named to the Inc. 500 list of fastest-growing independent companies in the U.S. for three straight years. His first edition of StoryBranding was awarded a Gold Medal in Marketing/Advertising from Axiom Business Book Awards. StoryBranding2.0, his newest book was published in February 2014. Additionally, Jim is the recipient of U.S. Bank's Smart Leader Award.

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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
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

4 of 5 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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9 of 14 people found the following review helpful By Russ888 on February 10, 2013
Format: Kindle Edition Verified Purchase
This book feels like a rough draft, not quite polished enough for a final edition in Amazon. The content is good and delivers what it promises (good information about branding and story telling), but the book suffers from a few problems.

First of all the writing style is hard to read. I sometimes had to read a sentence 3 times to understand what he was trying to say. It was caused by the words he used and the way he used them. It made for slow reading.

The second problem is the bad artwork. Seriously it looks like real cheesy clip-art from 1995. I found it very distracting to the content. I would turn the page and see the artwork and immediately get distracted by the strange and childish artwork on the page. It made it hard to take the content seriously. I found it strange that a book about "branding" had such terrible artwork that doesn't match the nature of the content. The book content is a subject for leaders of companies, but it was loaded with childish artwork. The "branding" of the book itself needs an overhaul. How could the publishers let that one slip?

I was going to give it a 4, but as I got toward the end of the book, I let it slip to a 3 out of frustration. One confusing thing is early in the book he says the core values of a company are something the company decides by themselves. It's what the company believes in and stands for. It is not determined by the marketing department or talking to customers. Then later in the book, he gives an example of doing story-branding for a fictitious laundry detergent, and he gives 3 core-value possibilities and says you should do long surveys on customers to find out which one matches the customer's inner core values the most. Huh? Well which one is it?
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