Introduction: The Ancient Art of Storytelling and the Language of Marketing
Storytelling inextricably links to our human evolution, providing us with the means to survive against the odds. For its astonishing power to communicate and connect wrapped with emotion, storytelling has evolved from ancient art to contemporary marketing
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Brand Storytelling in the Digital Age
S M A Moin
Brand Storytelling in the Digital Age Theories, Practice and Application
S M A Moin Coventry University London London, UK
ISBN 978-3-030-59084-0 ISBN 978-3-030-59085-7 (eBook) https://doi.org/10.1007/978-3-030-59085-7 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: © Melisa Hasan This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
This book is dedicated to Professor James Devlin and Professor Sally McKechnie for they have taught me how seeking knowledge can change a life.
Foreword
In the context of evolving digital transformation and proliferation of social media in all aspects of life, the marketing game is changing. Successful brands tell a story that resonates with their customer base to the extent that customers integrate these brands into their own life stories. In this context, “Brand Storytelling in the Digital Age: Theories, Practice and Application” makes a contribution drawing on insights from interdisciplinary literature on storytelling with a particular focus on brand storytelling and narrative theories. Chapter 1 sets the context by substantiating the influential role of storytelling linked to our evolution and how it has shifted the mindset of brand marketers. Then, Chapter 2 provides a critical review of the interdisciplinary theories of storytelling covering the domains of narrative theories, consumer psychology, research in branding and tourism. Here—drawing on seminal research—the author critically synthesises the interdisciplinary literature and tells a compelling story of how control of marketing is
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