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Storyscaping: Stop Creating Ads, Start Creating Worlds Hardcover – April 7, 2014

4.5 out of 5 stars 13 customer reviews

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Editorial Reviews

From the Author

It's very exciting to see this book publishing. We hope you find it interesting and thought provoking. Our aim is to provoke interest in the hope that it will help us all evolve and improve how brands and consumers connect. We will endeavor to keep the conversation going through the e-book, our microsite storyscaping.com and on twitter (follow me @Daz_mc). 
We love feedback, so any comments you post are greatly appreciated.
Cheers
Daz

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.

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Product Details

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (April 7, 2014)
  • Language: English
  • ISBN-10: 1118823281
  • ISBN-13: 978-1118823286
  • Product Dimensions: 8.3 x 0.8 x 8.3 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #156,551 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
This book is written by two authors who are both involved with SapientNitro and its strategic vision. Darren McColl is also listed as an author; his position with SapientNitro is to help business grow by bringing "insight to strategy, and inspiration to creativity". This book explains how this concept grew wings at an event in London titled "Storytelling in the Digital Age" in 2012. Twitter, Google, and Facebook were all prominently represented as the PR world tries to reinvent itself: A press release alone just doesn't work anymore.

The first chapter is entitled "Great storytelling alone won't save your business", and emphasizes the "fast, cheap, and good" rule. You have to pick two of the three: You can't have it all. However, if you focus on the triad of value, story, and experience, you can have all three. For example, the owner of a pizza company can tell a story about how he or she "discovered" the secret sauce recipe at age 12, or something similar. An example would be the American Girl franchise success: A publisher of educational materials came up with the idea of teaching about American History by using 3 18-inch dolls, each from a different historical period. These dolls all came with historically accurate storybooks detailing their life. By the time Mattel bought the company in 1995, there were more than 50 dolls, with stories from all over the world in almost every ethnicity. Every little girl could find a doll that would mirror her own story in some way. Now there are American Girl restaurants and salons. This concept works!

Have you ever predicted what might happen next in a story? Stories have a plot, settings, and characters, and narrative. Everybody has a story, as does every gadget that's invented. Tell the story behind the item; how it was created, what was the "special sauce" as it were. Stories sell: Ads may or may not.
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Format: Hardcover Verified Purchase
Awesome
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Format: Hardcover Verified Purchase
Well written. Clear and concise. Not just for bussiness.
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Format: Hardcover Verified Purchase
Some really intriguing and provocative ideas here. Highly readable, but for the professional with a decade or more experience under his or her belt, a bit repetitive. Half as long would have been just as informative.
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By Jabroni on February 26, 2015
Format: Hardcover Verified Purchase
Great book and worth a few reads for anyone working in the digital/web/strategy/content space.
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Format: Kindle Edition Verified Purchase
Read this only if you can commit to improving your brand's marketing, voice and customer engagement.
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Format: Kindle Edition Verified Purchase
Smart ideas - horribly written
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