Storytelling in branding management


Storytelling has become a strategic priority for direct and indirect brand marketing initiatives. This lecture focuses on the art of writing brand stories, showing that, from old times to contemporary marketing techniques, not so much has changed. The lecture will also focus on storytelling and transmedia, to understand its implication in marketing strategies.

Related documents:

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Carlo Alberto Scolari, Transmedia Storytelling: Implicit Consumers, Narrative Worlds, and Branding in Contemporary Media Production, 2009
Stephen Herskovitz and Malcolm Crystal, The essential brand persona: storytelling
and branding, 2010
Eveliina Tarvainen, Storytelling as a branding tool in social media_Master Thesis, 2013