Jim Signorelli - StoryBranding 2.0: Creating Stand-Out Brands Through The Power of Story

Ive done the scientific research to establish why stories are so powerful for human communications. Jims book is an excellent practical guide to how to effectively use them.

Kendall Haven, story strategist, author, and master storyteller

Heroic brands make the customer the hero of their brand story. Story-Branding makes the journey easy, predictable, and profitable.

Dave Lakhani, author of Persuasion: The Art of Getting What You Want

Jim uses humor and stories brilliantly to provide a roadmap for making your brand stand out. Everyone loves a great storylisten to his tales and let everyone love your brand. This is a book that is tough to put down.

Sal Sredni, owner and CEO of TradeStation Group

StoryBranding resonates just like a great story. Like the brand-building process itself, Jims analogy is part vision-quest, part how-to, and completely engaging. More than a book, this workbook is a must-read for those brands that want to be part of the Participation Economy.

Lisa Colantuono, copartner, AAR Partners; adjunct advertising professor, New York Institute of Technology

How does a brand become one seen as the right brand? The one about which customers feel My brand gets me? Its challenging, but we know it can be done, because the best customers feel it, and even say things like, But my brand is different. StoryBranding is a terrific read for those who want to make this happen.

Tom Collinger, associate dean of Integrated Marketing, Northwestern University

If someone asked me for one book on how to build an enduring brand, I would direct them to StoryBranding. Jim Signorelli takes you on a step-by-step process of how to use the power of storytelling to help brands connect emotionally with their consumers.

Larry Kelly, Clinical professor of advertising, University of Houston

Jim Signorellis StoryBranding is intriguing. To economists, advertising conveys information about a product or service. A story can help to fix an image of the product or create an association in the mind of the consumer. What better approach is there for political advertising, where each politician has a story and, in the end, is the story?

Robert Brusca, PhD, chief economist, Fact and Opinion Economics

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 didnt have it twenty years ago.

Annette Simmons, bestselling author of Whoever Tells the Best Story Wins and The Story Factor

All marketers should read Jims book, especially those who havent embraced storytelling. It not only drives home the efficacy of storytelling, but also offers a roadmap for leveraging this tool to uniquely communicate the human essence of a brand. Thought-provoking and useful book.

Dennis Dunlap, CEO, American Marketing Association

Jim Signorelli travels where few advertising/marketing books have gone before. He masterfully decodes brand storytelling without ever going astray from the business conversation. Therein lies his genius, as Signorelli remains grounded in a story we can all relate to: delivering a functional framework for how brands can speak truth, create culture, and transform the world. An essential must-read!

Michael Margolis, President, GetStoried.com, author ofBelieve Me

We all use stories to communicate with each otherfamilies, 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

StoryBranding stands out from the crowd of how to use stories books by focusing on the structure of story itself. StoryBranding shows how story logic, even more than stories themselves, can illuminate the dynamic nature of the branding process. It has already changed how I will approach defining and communicating my own brand.

Doug Lipman, storytelling coach, Storydynamics.com

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Cover design by Joe Pryzbylski

Publishers Cataloging-In-Publication Data

Signorelli, Jim.
StoryBranding 2.0 : creating standout brands through the power of story / Jim Signorelli.2nd ed.

p. : ill. ; cm.

First ed. published with title StoryBranding.
Issued also as an ebook.
Includes bibliographical references and index.
ISBN: 978-1-62634-031-2

1. Branding (Marketing) 2. MarketingPlanning. I. Title. II. Title: Story Branding 2.0

Part of the Tree Neutral program, which offsets the number of trees consumed in the production and printing of this book by taking proactive steps, such as planting trees in direct proportion to the number of trees used: www.treeneutral.com

Printed in the United States of America on acid-free paper

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Second Edition

To Joan, my storys hero

One eye sees, the other eye feels.
Paul Klee

Human beings are story-seeking creatures. Since the dawn of civilization, stories have guided us, inspired us and healed us. Now because of Jim Signorelli, stories will change the way we market, forever.

Branding is often seen as a mystery story. Marketers acting more like detectives looking for clues to their customers and motives for why they buy. Jim Signorelli solves the riddle by providing a powerful and intuitive process that replaces mystery with mastery. Both a descriptive and prescriptive book on art and science of storytelling, StoryBranding 2.0 ushers in the next chapter in business communication.

Signorelli is a marvelous storyteller blessed with the right dose of wit, the right amount of words and infinite wisdom. With these gifts he takes us on his own adventure story where he wrestles the behemoth we call branding and is victorious in building a new process for getting to your story, which he says and I agree, is the foundation of your brand. He also sends old ideas running like the