Brand Storytelling in the Digital Age

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating.

Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds.

Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners. 

“Brand narratives in the age of social media and digital transformation are essential to the survival of contemporary brands. This book adopts an interdisciplinary approach drawing on the author’s expertise in neuroscience, consumer behavior, and branding taking the readers on an avid scientific journey around the brand narrative and storytelling discourse. The book presents an excellent entry point for scholars and Ph.D. researchers interested in advancing the growing field of brand storytelling especially in the digital age.” (Noha El-Bassiouny, Vice Dean for Academic Affairs, The German University in Cairo, Egypt)

“More and more companies and brands are engaging in storytelling in the form of content marketing. As social media has accelerated growth in this practice, it is important that academics fully understand the theories, practices and applications of storytelling. This book is a welcome addition to the literature as it provides a valuable overview of current thinking in this area supported by examples and case studies.” (Alan Wilson, Professor of Marketing, University of Strathclyde Business School)

“The smart money is on learning how brands can make waves in an age where smart minds, smart mouths, and smart thumbs are congregating around smart phones and surfing more content than ever before. This book provides valuable insight, from a number of perspectives, into how brands can build momentum through the art of storytelling.” (Jonathan A.J. Wilson, Professor of Brand Strategy & Culture, Regent’s University London)

In this timely book, Moin takes the reader on an exploratory journey of storytelling. By adopting the interdisciplinary approach and drawing on theory and practice, the author encourages marketing academics and practitioners to pause and reflect on how consumers really think when choosing a brand.” (Hanna Yakavenka, Associate Dean of Internationalisation and Business Development, Coventry University London)

If you are a PhD student and storytelling is your research methodology, then this book is a must read. This book does a good job of explaining how the history of storytelling is linked to human evolution and in doing this, each chapters navigates through different views and perspective, including marketing and branding strategy.” (Hany Wells, Associate Dean of Student Experience and Quality Assurance, Coventry University London)

“Facts are forgotten; stories stick. This truth is revealed in creative and memorable stories that survive in the digital deluge. Strong narratives bring brands to life, then brands become part of the storyline in a consumer’s own life. This is the powerful potential of digital marketing, as Moin explains.” (J Graham Spickett-Jones, Head of Department for Marketing, Fashion, Hospitality and Tourism, Coventry University London)

“Moin’s new book provides a fresh perspective on storytelling throughinterdisciplinary study. This book poses questions and encourages reflexivity of brand storytelling in today’s fast-paced and digitally driven society. It is a welcome addition to brand management and would certainly inspire further interests and research by readers.” (Gordon Yan, Principal Lecturer in Hospitality and Tourism, Coventry University London)

“Whether you are a Marketing Director, Cloud Service Project Manager or Sales Executive, you have to communicate with people. In this book. Moin shows how storytelling is disrupting the brand communications in the age of digital transformation. It is a guide for the Digital Marketers and for all who want to know how customers think.” (Enamul Haque, Associate Director, Cloud Infrastructure Services)

“Storytelling is the currency of marketing. In this book, with an interdisciplinary approach, Moin has unveiled the magic codes of storytelling that, while serving the researchers, will also equip the practitioners to connect with their customers emotionally. The book draws insights from the sound theories of neuroscience, emotion, and brand narrative, providing cutting-edge knowledge on brand storytelling. Brand marketers will find it as their guidebook of storytelling.” (Ben Botes, General Partner, SLC Impact Investment)

“A fantastic book for researchers and practitioners who want to learn about the use of the ancient art of storytelling in modern-day contexts. It blends theories, practices and applications by drawing on a range of disciplines; making it a credible and enjoyable source for story-telling enthusiasts.” (Sabrina Vieth, Principal Lecturer in Entrepreneurship and Innovation, Coventry University London)

“This book has everything about the Art and Science of Brand Storytelling. This is a guide for every brand and corporate manager who wants to connect with their customers using the power of storytelling.” (Hafiz A. Mujahid, Head of Human Resources, UN World Food Programme)

“Engineers too need to understand how people think so that they can develop products that speak to the customers. This book explains storytelling from the perspective of neuroscience and gives a platform for marketers and non-marketers to converse while designing happiness for their customers.” (Mohammad Shahin Ahsan, Principal Engineer, Broadcom Inc.)

“Seen through the lens of neuroscience, emotion and cognition, Moin, in this book, deconstructs the codes of Brand Storytelling for researchers and more importantly for marketing practitioners.” (Joe Shami, Management Consultant, London)

“This book combines the art of storytelling in light of theory and practices with the nature and sciences of mind, heart and brain to unleash the power of storified narratives for branding and marketing of any products or services. If consultants combine their deep critical thinking, problem solving and analytical skills with the tools of story-telling they can communicate the findings of any project at hand in a manner that is really powerful and persuasive to the stakeholder clients.” (Sabbir Ahmed, Consultant, Aerospace & Defence)

“Moin provides a thoughtful toolkit for branding and marketing communication researchers and practitioners on how to develop sustainable consumer centric relationships through the art and science of storytelling. In a world of information overload, fake news and rising consumer backlash, this book provides a much needed contribution to having authentic and honest narratives.” (Ranjit Thind, Author, Strategic Fashion Management: Concepts, Model and Strategies for Competitive Advantage)

“Moin uses the magical language of storytelling, to ignite readers’ true passion for solving the puzzle of brand communication in the era of digitisation by connecting ancient art, neuroscience, theories, and many more fascinating pieces.” (Lin Su, Senior Lecturerin Marketing, Coventry University London)

“Storytelling is the most potent communication tactic in the time when people are easily distracted due to information-overload. With an inter-disciplinary approach, in this book, Moin synthesised the theories, practices and applications of brand storytelling drawing on narrative theories. This book will not only benefit the brand practitioners and researchers but also help the educators to harness the emotional and magical power of storytelling in connecting with digital learners.” (Orhan Demirovski, Education Consultant, Experientia Ltd.)

S M A Moin is Associate Head of Research and Scholarship at Coventry University London, UK. He is an interdisciplinary researcher interested in storytelling, branding, trust, creativity and purposeful leadership. Moin spent 23 years in different industries including navy, media, publishing, and financial services before his third transformation into academia.