Creating a Brand Story - Use Psychology to Deliver a Customer-Centred Narrative

Use psychology to tap into your customers' inner narratives in order to create brand stories that really resonate.

List of contents

Section - ONE: Stories and Identities Chapter - 01: Why stories are important Chapter - 02: How stories can speak to customers' identities Chapter - 03: How to find and understand customers' desired identities Section - TWO: Archetypes Chapter - 04: Archetypes and how to use them for market segmentation Chapter - 05: How brands can use archetypes to tap into customers' desires Section - THREE: Methods and Processes Chapter - 06: User requirements Chapter - 07: Branding and brand attributes Chapter - 08: Creating and using personas Chapter - 09: Measuring and evaluating success

About the author

Pat Jordan is a global brand consultant, academic and government advisor based in London, UK. As founder of The Worldwide Psychology Company, he advises the private sector and governments on issues of branding, marketing and strategy based on customer insights. As an academic, he is currently Professor of Design Psychology at Middlesex University and Professor of Branding at CEDIM, Mexico. He is a popular speaker and guest lecturer, speaking at conferences such as Forrester Marketing Forum, The Marketing Meet Up and the Market Research Society's Conference.

Product details

• Authors: Pat Jordan
• Publisher: Kogan Page
• Languages: English
• Product format: Paperback / Softback
• Release: 03.06.2025
• EAN: 9781398618824
• ISBN: 978-1-398-61882-4
• No. of pages: 232
• Subjects: Social sciences, law, business > Business > Individual industrial sectors, branches; Advertising, Market research, BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Industries / Media & Communications, Sales & marketing, Sales and marketing, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing