StoryBranding, the first edition, was published in 2012 and received a lot of praise from storytelling experts, marketing experts, and those heading the advertising business. StoryBranding 2.0 is an extension of the book. While most of the content appears to bethe same based on the TOC, the author has added an extensive essays section at the end of the book. There are a couple of additional chapters in Part III of the book and a few changes.
Jim Signerolli has spent many years as a copywriter before moving on to strategic planning. He has M.A. in Advertising from Michigan State University and now heads ESW StoryLab, which is in the INC. 500 list of fastest growing independent companies in the US.
StoryBranding 2.0 – Creating Stand-Out Brands Through the Purpose of Story
Pages: 296 pages
Publisher: Greenleaf Book Group Press; 2 edition (February 25, 2014)
The author believes that stories help reveal the truth and establish a deeper connection with customers. A connection that goes beyond immediate gains from the transaction and therefore help build a lasting relationship. The main objective of the book is to instruct readers about what to say rather than how to say it. The author establishes this difference early on by stating that story branding is a planning process and different from the art of storytelling.
However, the author does provide examples of how stories work. In Chapter 1, The Inspiration, the author talks about the internal workings of an advertizing agency and discusses the process. Here, he shows readers how using a story to create an advertising brief makes it easy to accurately capture and communicate the audience profile to other team members.
The first part of the book, The Birth of a Notion, sets the stage for the Storybranding concept. In What is a Story, the author continues to explain the uniqueness of a story and how this approach is different from other forms of communication. He also familiarizes you with the storybranding vocabulary you encounter later in the book.
Storybranding is a complex idea. Building your brand story takes time. However, you need to have a vision to build your story over the next few years. He explains this by giving an example of brands like Nike. Part II, StoryBranding, concentrates on the nuts and bolts of the process. The part begins with explaining the steps in StoryBranding process and then delves further in each of these steps in the remaining chapters of the part II.
Author has a fluid writing style and the book is fun to read. Small chapters focused on specific topic make things easy and the author recaps the chapter at the end to stress the important takeaways from the chapter.