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StoryBranding: Creating Standout Brands Through the Power of Story Hardcover – January 1, 2012

by Jim Signorelli (Author), Kendall Haven (Foreword)

4.2 35 ratings

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Why would a 30-year advertising verteran claim that most advertising is a waste of money?

Having worked on many famous brands as an advertising executive, Jim Signorelli has found that today, in order for advertising to be truly effective, the brand being promoted must work the way a good story works. Many brands continue to get in their own way with an over-reliance on editorialized benefits. "Today, that's a death-wish," says Signorelli. "To remain competitive, brands must provide consumers with story themes they can relate to, identify with, and share with their tribes."

There are a number of books that discuss the parallels between stories and brands. But until this book was written, few, if any provide practical advice on how to apply story thinking to branding. Whether your brand is a product, service, or yourself, you'll be taken through the 6 steps that every brand should take in order to find it's oft-hidden story, the one that will make it most attractive to its audience. An easy, entertaining, and educational read, critics are saying this revolutionary book on branding is a must-read.

Print length

230 pages
Language

English
Publisher

Greenleaf Book Group Llc
Publication date

January 1, 2012
Dimensions

6.25 x 0.75 x 9.25 inches
ISBN-10

1608321452
ISBN-13

978-1608321452
See all details

Editorial Reviews

Review

"It is almost too good to be true that this book has finally been written. Jim Signorelli blends years of wisdom with the magic of story in a format that is so accessible it makes me cry that I didn't have it twenty years ago"
--Annette Simmons, Best selling author of Whoever Tells the Best Story Wins and The Story Factor

"I've done the science research to establish why stories are so powerful for human communications. Jim's book is an excellent practical guide to how you effectively use them."
--Kendall Haven, Story Strategist/Author/Master Storyteller

"Jim Signorelli masterfully decodes brand storytelling without ever going astray from the business conversation. Therein lies his genius. He remains grounded in a story we can all relate to: delivering a functional framework for how brands can speak truth. An essential must read.
--Michael Margolis, president, Get Storied; author of Believe Me

All marketers should read Jim's book, especially those who haven't embraced storytelling. It not only drives home the efficacy of storytelling, but also offers a road map for leveraging this tool to uniquely communicate the human essence of a brand. Thought provoking and useful book."
--Dennis Dunlap, CEO, American Marketing Association

" We all use stories to communicate with each other--families, friends, or business associates. Jim has captured the essence of how to tell a good story that not only resonates with the listener but drives home the message in a clear and concise fashion."
--Russ Umphenour, CEO, Focus Brands

From the Author

I've always had a passion for advertising. My favorite class in grade school was 'show and tell.' As a paperboy, I would add subscribers by copy testing leaflets ("If you buy from me, I promise not to throw your paper in the bushes," out pulled "You need the news, I need the money.")

After receiving both a B.A. and M.A. in advertising from Michigan State University, I started my adult career in advertising in nearby Chicago. I later worked in New York, Los Angeles and Baltimore amassing experience on a wide variety of major accounts like Citibank, Kraft Foods, Burger King, General Electric, Toshiba, Arby's and many others.

In 1999 I started my own agency back in Chicago that today goes by the name esw StoryLab. Our agency has been named to the Inc. 5000 list of fastest growing independent companies in the U.S., three years straight. In that time I became a story buff, as I set out to understand why stories are so powerful and how advertising can benefit from the way they are structured. My soon-to-be published book, StoryBranding: Creating Stand Out Brands Through the Power of Story is the culmination of three years of research on the subject.

When I'm not working or telling a story, I am an avid golfer, tennis player, drummer. And my weirdness finds its expression in a prized Pez collection. I live with my lovely wife Joan in Evanston, Illinois.

From the Inside Flap

Stories SELL.
Until this book was written, the phrase "brands are stories" was merely a marketing cliché. Having delved into how stories influence our behavior, however, the author asserts that the association between stories and brands deserves far more than that stock phrase.
Among the many books about branding directed toward marketing and advertising practitioners and students, none is like StoryBranding. Modeled after the way stories work, this book provides a unique planning process for creating authentic brand identities. It also reveals a number of concealed traps that other branding approaches often overlook.
Drawing on the persuasive power of stories, the author argues that a great deal of wasted effort is put into creating advertising messages that do too much "telling" and too little "showing." To help brands resonate with their audiences, the author takes you step by step through StoryBranding's six Cs - a process that shows how to approach the development of all brand communications the way story writers approach their characters, plots, and themes. And with Signorelli's sample "Story Briefs" and "I AM" statements, brands will surpass traditional creative and brand briefs, achieving a much higher degree of authenticity.

From the Back Cover

Jim Signorelli is an advertising executive whose career has been spent at major national advertising agencies, including N.W. Ayer, W.B. Doner, Marsteller, Lois/USA, and Frankel & Co. His clients have included Citibank, General Electric, Toshiba, Burger King, Arby's, KFC, International Harvester, Blue Cross/Blue Shield, McDonald's, the American Marketing Association, and many others. Jim is the founder and CEO of ESW Partners, a Chicago-based full-portfolio marketing firm. Crain's Chicago Business magazine has cited ESW Partners as one of the top 25 agencies in Chicago, and it's been named to the Inc. 5000 list the last three years in a row.

About the Author

Jim Signorelli is an advertising executive whose career has been spent at major national advertising agencies, including N.W. Ayer, W.B. Doner, Marsteller, Lois/USA, and Frankel & Co. His clients have included Citibank, General Electric, Toshiba, Burger King, Arby's, KFC, International Harvester, Blue Cross/Blue Shield, McDonald's, the American Marketing Association, and many others. Jim is the founder and CEO of ESW Partners, a Chicago-based full-portfolio marketing firm. Crain's Chicago Business magazine has cited ESW Partners as one of the top 25 agencies in Chicago, and it's been named to the Inc. 5000 list the last three years in a row.

Product details

Publisher ‏ : ‎ Greenleaf Book Group Llc (January 1, 2012)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 230 pages
ISBN-10 ‏ : ‎ 1608321452
ISBN-13 ‏ : ‎ 978-1608321452
Item Weight ‏ : ‎ 1.04 pounds
Dimensions ‏ : ‎ 6.25 x 0.75 x 9.25 inches

Best Sellers Rank: #3,841,386 in Books (See Top 100 in Books)
- #3,112 in Business & Organizational Learning
- #4,781 in Advertising (Books)

Customer Reviews:
4.2 35 ratings

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Jim Signorelli

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Jim Signorelli is a marketing thought leader and speaker who has been acclaimed as one of the world's foremost experts on the subject of StoryBranding. You can read more about him at www.www.story-lab.net

Signorelli's articles and interviews have been featured in magazines, newspapers, and on radio talk shows throughout the United, States, Canada and Europe. His career has been spent working at major advertising advertising agencies throughout the U.S. on major accounts including Citibank, General Electric, Toshiba, Kraft Foods, Burger King, KFC, Taco Bell, McDonald's The American Marketing Assoication, Blue Cross/Blue Shield and many others.

Jim is the founder and CEO of eswSToryLab Marketing which has been cited as one of the top 25 agencies in Chicago by Crain's Chicago Business and has been named to the Inc. 500 list of fastest-growing independent companies in the U.S. for three straight years. His first edition of StoryBranding was awarded a Gold Medal in Marketing/Advertising from Axiom Business Book Awards. StoryBranding2.0, his newest book was published in February 2014. Additionally, Jim is the recipient of U.S. Bank's Smart Leader Award.

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N.R.B.

Amazing- Fast Read and Very Interesting

Reviewed in the United States on October 1, 2012

Verified Purchase

This book is single handedly the most influential marketing book I have read in the past year. I really enjoyed Signorelli's approach to the idea of Brand Story. It made the idea approachable and helped to clarify much of the "illusion" around the brand story concept. Every company strives to reach the iconic Apple or Disney brand affiliation and applying Signorelli's concepts in this book makes that goal achievable.

3 people found this helpful

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Russ888

Good but not excellent

Reviewed in the United States on February 11, 2013

Verified Purchase

This book feels like a rough draft, not quite polished enough for a final edition in Amazon. The content is good and delivers what it promises (good information about branding and story telling), but the book suffers from a few problems.

First of all the writing style is hard to read. I sometimes had to read a sentence 3 times to understand what he was trying to say. It was caused by the words he used and the way he used them. It made for slow reading.

The second problem is the bad artwork. Seriously it looks like real cheesy clip-art from 1995. I found it very distracting to the content. I would turn the page and see the artwork and immediately get distracted by the strange and childish artwork on the page. It made it hard to take the content seriously. I found it strange that a book about "branding" had such terrible artwork that doesn't match the nature of the content. The book content is a subject for leaders of companies, but it was loaded with childish artwork. The "branding" of the book itself needs an overhaul. How could the publishers let that one slip?

I was going to give it a 4, but as I got toward the end of the book, I let it slip to a 3 out of frustration. One confusing thing is early in the book he says the core values of a company are something the company decides by themselves. It's what the company believes in and stands for. It is not determined by the marketing department or talking to customers. Then later in the book, he gives an example of doing story-branding for a fictitious laundry detergent, and he gives 3 core-value possibilities and says you should do long surveys on customers to find out which one matches the customer's inner core values the most. Huh? Well which one is it? Why would you do customer surveys on the core branding of a company if it's something that the company is all about? This is an example of the frustration I had with this book.

I may have misunderstood something in the book, but this goes back to the confusing writing style which was my first problem with the book. I have been reading this book carefully, taking notes, and seeing how I can apply it to my business. I'm not just glossing over the chapters. A better writing style would certainly help get his ideas across to the reader.

EDIT: After thinking it over I may have been a little harsh on my criticism of the writing style. It's not as bad as I was thinking. The only trouble I had with the book (other than the distracting artwork) was about the archetypes and how they apply to a product not a company. I decided to just not worry about that part of the book.

My purpose for reading the book was to understand branding and how a company can tell a story with it's branding. I didn't learn so much about the story-telling part because the archetypes confuse me, but I did learn what branding was and how it's the transfer of what the company believes in, not just pushing a logo with advertising. I was able to come up with some great branding for our small business.

12 people found this helpful

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Jason Deal

Nice addition to the genre

Reviewed in the United States on November 27, 2012

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A very good addition to the body of work on brand storytelling strategy. More marketing/messaging focused with a clear design on briefing for creative impact than the other books in the category. Some excellent practical advice and (what seems to be) hard-won lessons. Some of the ideas on brand marketing success have broad applicability from which most marketing strategist would gain.

One person found this helpful

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Moj8888

A framework approach to creating your brand story

Reviewed in the United States on March 2, 2012

Verified Purchase

I must have read 5 or 6 books on the topic of "story telling" from marketing perspective. The problem I had with those books was that I was not able to find a structured approach to building the story, where to start, how to start, what is relevant and what is not. I was delighted to find this book. You don't even need to have a marketing background to understand and follow up the ideas and steps that are recommended. Chapters are short and easy to read. Although, it is written for B2B and B2C types of brands the methodology can easily be used for Nonprofits that are trying to attract and engage supporters as well as connecting with donors (Foundations, Corporations). I really enjoyed reading the book.

2 people found this helpful

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Billy Brophy

Read this now if in marketing!

Reviewed in the United States on December 13, 2017

Verified Purchase

This book made complete sense to me. Telling the story of your customer in ads for your products and services is much better than just touting your benefits and features. Read this book for Jim's awesome method!

One person found this helpful

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CoachKJ

super helpful book for helping to organize marketing branding and messages

Reviewed in the United States on January 29, 2015

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I loved the examples and clear format of the book. It was super helpful as my company works on redrafting some of our marketing messages.

One person found this helpful

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