Ekaterina Walter - The Laws of Brand Storytelling: Win--And Keep--Your Customers’ Hearts and Minds

Filled with valuable insights, tools, and frameworks, The Laws of Brand Storytelling is sassy, strategic, and chock-full of great brand stories!

CHARLENE LI, New York Times bestselling author of Open Leadership and coauthor of Groundswell

Not only a fascinating read but a practical how-to guide, The Laws of Brand Storytelling is for experienced marketers and novices alike and demonstrates how to put the heart back into your marketing. From the first chapter, Walter and Gioglio leave no doubt that, while the age-old art of storytelling may have changed to include GIFs, cinemagraphs, and infographics, the need for brands to separate themselves from their competitors through artful storytelling is greater than ever.

KAREN RASKOPF, Chief Communications Officer, Dunkin Brands, Inc.

A comprehensive guide filled with inspirational examples of how any business can win customers hearts with storytelling. Recommended!

JAY BAER, Founder, Convince & Convert, and New York Times bestselling author of Hug Your Haters

Reaching consumers has never been more difficult than it is today, but brands that are successful in crafting their story are the ones that truly differentiate themselves and win not just the hearts and minds of consumers, but their loyalty as well. Ekaterina and Jessica are great storytellers and this book provides the blueprint for brands of all sizes to engage their consumers in a more meaningful way.

SCOTT HUDLER, Chief Marketing Officer, DICKS Sporting Goods

Where has this book been? The Laws of Brand Storytelling is a brilliantly crafted, approachable, and empowering resource for any business leader who wants their brand to stand out, engage customers, build loyalty, and garner more referrals. Rich with marketing wisdom, inspiring examples, and practical tools, The Laws of Brand Storytelling will help you effectively communicate your macro and micro brand stories in ways that engage and inspire. A must-read for anyone who wants to emotionally connect with and be remembered by prospects and customers alike.

JOSEPH MICHELLI, #1 New York Times bestselling author of The Starbucks Experience, The New Gold Standard, The Zappos Experience, and Driven to Delight

A solid guide filled with real-world examples of big brands making big moves. Exceptionally useful.

JOHN GARGIULO, Global Product Marketing Lead, Airbnb

This ishands downthe best book ever written about brand storytelling! It is a page-turner jammed with compelling stories about telling stories. I couldnt put it down.

JASON JENNINGS, New York Times, Wall Street Journal, and USA Today bestselling author of Less Is More, Think Big, Act Small, and The Reinventors

A brand is nothing but a promise delivered. Making an emotional connection with your customers is whatll determine the success of your business. The Laws of Brand Storytelling is a comprehensive step-by-step guide to doing just that. Highly recommended.

JEFFREY HAYZLETT, Chairman, C-Suite Network, and bestselling coauthor of The Mirror Test, Running the Gauntlet, and Think Big, Act Bigger

In the era where your brand is shaped by customer experiences, Ekaterina and Jessica teach you how to define and deliver those experiences through the incredible, human power of stories.

BRIAN SOLIS, bestselling author of X: The Experience When Business Meets Design

This terrific new book isnt just a strategic guide to brand storytelling. It also serves up a ton of inspiration!

ANN HANDLEY, CCO, MarketingProfs, and Wall Street Journal bestselling author of Everybody Writes

Ekaterina and Jessica capture the art and science of brand storytelling perfectly. The laws presented in their book should be every marketers laws, no questions asked. Every storyteller should heed the advice they provide, regardless of where they are in their career. Itll not just make for better marketing, but better business.

SHIV SINGH, former SVP of Marketing, Visa Inc., and author of Savvy

The power of brands lies in the stories that they tell. Advertising is only a small (and getting smaller) part of the story. In The Laws of Brand Storytelling, Ekaterina and Jessica really dig deep to help you (and your business) figure out how to win in a world where price and distribution is a losing position to bank on. Brands matter more than ever. Tell a better brand story, build a business foreverthats what its all about.

MITCH JOEL, author of Six Pixels of Separation and Ctrl Alt Delete

Every time you buy a brand, what youre really buying is a story. Its a story you hear in your head and feel in your heart. This amazing compendium of brand storytellings unwritten rules shows you exactly where that story came from, and gives step-by-step instructions to start writing your own. If you own a brand, you need to know these rules.

DAN ROAM, bestselling author of The Back of the Napkin and Draw to Win

The Laws of Brand Storytelling provides a solid framework and easy steps to humanizing your brand. A hugely valuable resource for individuals, brands, and startups alike!

PAM DIDNER, author of Global Content Marketing and Effective Sales Enablement

Copyright 2019 by Ekaterina Walter and Jessica Gioglio. All rights reserved. Printed in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

The Brand Authenticity Playbook, The Storytelling Framework, and The 6 Ps of Real-Time Marketing are protected trademarks of Ekaterina Walter and Jessica Gioglio.

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Library of Congress Cataloging-in-Publication Data

Names: Walter, Ekaterina, author. | Gioglio, Jessica, author.

Title: The laws of brand storytelling : win -- and keep -- your customers hearts and minds / by Ekaterina Walter and Jessica Gioglio.

Description: 1 Edition. | New York : McGraw-Hill Education, 2018.

Identifiers: LCCN 2018030682| ISBN 9781260440195 (hardback) | ISBN 1260440192

Subjects: LCSH: Marketing. | Storytelling--Economic aspects. | BISAC: BUSINESS & ECONOMICS / Marketing / General.

Classification: LCC HF5415 .W285 2018 | DDC 658.8/27--dc23 LC record available at https://lccn.loc.gov/2018030682

McGraw-Hill Education products are available at special quantity discounts to use as premiums and sales promotions or for use in corporate training programs. To contact a representative, please visit the Contact Us pages at www.mhprofessional.com.

W e all have dreams. Pauls dream was to hike the 2,189-mile Appalachian Trail.

Paul Evans passed away before he could make his dream a reality. But, as it turns out, it wasnt the end of his story. It was the beginning. Thanks to the outdoor recreation company Recreational Equipment, Inc. (REI).