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

Jim Signorelli
4.7 out of 5 stars  See all reviews (22 customer reviews)


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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.

From the Inside Flap

Stories SELL.
Until this book was written, the phrase "brands are stories" was merely a marketing cliché. Having delved into how stories influence our behavior, however, the author asserts that the association between stories and brands deserves far more than that stock phrase.
Among the many books about branding directed toward marketing and advertising practitioners and students, none is like StoryBranding. Modeled after the way stories work, this book provides a unique planning process for creating authentic brand identities. It also reveals a number of concealed traps that other branding approaches often overlook.
Drawing on the persuasive power of stories, the author argues that a great deal of wasted effort is put into creating advertising messages that do too much "telling" and too little "showing."  To help brands resonate with their audiences, the author takes you step by step through StoryBranding's six Cs - a process that shows how to approach the development of all brand communications the way story writers approach their characters, plots, and themes. And with Signorelli's sample "Story Briefs" and "I AM" statements, brands will surpass traditional creative and brand briefs, achieving a much higher degree of authenticity.

From the Back Cover

Jim Signorelli is an advertising executive whose career has been spent at major national advertising agencies, including N.W. Ayer, W.B. Doner, Marsteller, Lois/USA, and Frankel & Co. His clients have included Citibank, General Electric, Toshiba, Burger King, Arby's, KFC, International Harvester, Blue Cross/Blue Shield, McDonald's, the American Marketing Association, and many others. Jim is the founder and CEO of ESW Partners, a Chicago-based full-portfolio marketing firm. Crain's Chicago Business magazine has cited ESW Partners as one of the top 25 agencies in Chicago, and it's been named to the Inc. 5000 list the last three years in a row.

About the Author

Jim Signorelli is an advertising executive whose career has been spent at major national advertising agencies, including N.W. Ayer, W.B. Doner, Marsteller, Lois/USA, and Frankel & Co. His clients have included Citibank, General Electric, Toshiba, Burger King, Arby's, KFC, International Harvester, Blue Cross/Blue Shield, McDonald's, the American Marketing Association, and many others. Jim is the founder and CEO of ESW Partners, a Chicago-based full-portfolio marketing firm. Crain's Chicago Business magazine has cited ESW Partners as one of the top 25 agencies in Chicago, and it's been named to the Inc. 5000 list the last three years in a row.
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