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

Product details

• Authors: Pat Jordan
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Release: 03.06.2025, delayed
• EAN: 9781398618848
• ISBN: 978-1-398-61884-8
• No. of pages: 232
• Subjects: Social sciences, law, business > Business > Advertising, marketing; 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