StoryBranding 2.0: Creating Standout Brands Through The Purpose of Story

by Jim Signorelli

Recent winner of International Book Award in Marekting/Advertising Category. The Ultimate How-To Guide On Brand Storytelling. Story logic applied to branding

StoryBranding 2.0 is an updated edition of the award-winning, best seller, StoryBranding,: Creating Standout Brands Through the Power of Story - a “ground breaker” - a book that has sparked enthusiasm among marketing luminaries, CEO's, entrepreneurs, and personal branding advocates.

"Phrases like “every brand tells a story,” or “great brands tell great stories,” will always get heads nodding during keynote speeches or Ted talks," says author Jim Signorelli, "but few people really know what those phrases really mean. He adds, “ ask anyone what a story really is, and you’ll get a hundred answers. Furthermore, ask what a good story and a strong brand have in common and you liable to get lost in the weeds.”

Jim Signorelli spent a great deal of time researching answers to his own questions about brands and stories.. And what he found was something that provided him with a surprisingly different perspective about marketing than the one the had been holding onto throughout his 35-year marketing career.

Specifically, what he discovered was how marketing can fully capitalize on the logic of story.

"Whether you are selling pots, pans, or a private airplanes there is a great deal to be learned from the logic of stories,” says Signorelli.

Whether you are someone interested in learning how to create, position or reposition a brand, this 250- page book will serve as a reference guide for years to come.

˃˃˃ Introducing The StoryBranding Model

Part I of this book will introduce you to the StoryBranding Model, a template that will show you how to devise your brand story, the same way successful authors do. It's a model that will help you both discover and capitalize on a way to position your brand authentically across all of your customer touch points. And it will show you through examples from brands like Apple, Nike, Disney, Harley Davidson, and others that are applying similar principles.

Part II will take you on a step-by-step journey demonstrating how to use The StoryBranding Model, no matter what your brand or how difficult the selling obstacles. You'll see an application for personal branding, as well.

Part III will show you how to test and tell your brand story once you’ve gone through the StoryBranding process.

And Part IV consists of essays on the subject that will further illuminate the use of this tool.

If you are someone interested in learning how to create, position or reposition a brand, this book will show you how you too can apply story logic. StoryBranding 2.0 is simple to read, powerfully insightful and all the while entertaining as it includes humorous anecdotes from Jim Signorelli's 35-year career as an advertising executive working for major advertising agencies throughout the United States.

˃˃˃ Just Some of What Reviewers Are Saying

"Now because of Jim Signorelli, stories will change the way we market, forever."

-- Joey Reiman, Author of The Story of Purpose and Purpose-Marketing guru.

“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 roadmap for leveraging this tool to uniquely communicate the human essence of a brand. Thought-provoking and useful book.

Genres: Business, Nonfiction, Buisness, Communication, Design

284 pages, Kindle Edition

First published December 15, 2011

About the author

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.

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 Assoiciation, 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. http://jimsignorelli.brandyourself.com/

Reviews

[Jim Signorelli · Rating 5 out of 5]

Oops..hit star button by mistake. I'm the author.

[B.J. Burgess · Rating 2 out of 5]

I thought I would expand my reading by signing up to review this book from GreenLeaf Book Group Press, whom kindly sent me a complimentary copy. After viewing the ridiculous high priced Super Bowl commercials, I flipped opened StoryBranding without any other knowledge on marketing. The book is in nonprofessional’s terms, along with a few quirky diagrams, so you do not have to be a marketing genius to understand it. Jim Signorelli’s view of marketing is simpler than you may think.

In today’s economy, consumers are not going to waste their money on pointless products. They spend their money on things their family needs. Companies hire marketing agencies to sell their products to consumers, which can be difficult if the consumers cannot connect with the product. The product needs to tell the truth, as us customers are tired of lies. Jim Signorelli uses new, but simple ways of marketing to today’s customers by telling the story of the product/brand. You cannot just have an expensive flashy advertisement; most customers would be put off by it. It is like telling me to buy, when you should be showing me why I want to buy this brand.

It took me longer to finish this book, because of several dry chapters. In addition, at times I thought the chapters repeated the same information. StoryBranding is primary aimed for marketers and brand owners, but small business owners, writers, and bloggers can easily find the book useful. Honestly, I did not find StoryBranding to be groundbreaking. I am not in marketing, but I found most of the information to be common sense. After viewing recent commercials/advertisements, in my opinion, it seems brands have lost their creative edge and they have no idea what the consumers want. Maybe, if they had some common sense they will read StoryBranding.

[Nick Montgomery]

As a follow-up read to Scott Straten's "Unmarketing", I found some similarities between these two otherwise-unrelated books.

Both writers emphasize the importance of forging a connection with your audience/potentials. The difference with Jim's book "Storybranding" being that he offers a way to help find those "female-end" values that a business already stands for that will forge an emotional connection with the "male-end" values of the prospect client. I use female and male in that order only because the focus throughout is allowing the prospect client to naturally find, become attracted to and choose your brand and eventually become affiliated with it. It cannot be forced the other way, you need to let them come convince themselves that your brand is right for them.

A somewhat innovative look at marketing, or at least non-traditional way of analyzing a business' values, beliefs and how to boil it down to a story to tell to the audience. If nothing else, it will make you watch movies with more attention placed on whether you feel the characters developed naturally and the plot supports the theme of the story.

[Spencer · Rating 1 out of 5]

Not good. Overly simplistic, anecdotal, and inaccurate reporting about fictional companies, their actions, and outcomes. None of these examples listed within the pages of this book are reality-based, reputable, or repeatable. (Even this company the author founded and headed never grew beyond small scale and was shuttered shortly after publishing. So this is a self-promotion marketing attempt to launch a retirement career speaking tour.) I don't mind using techniques outside the traditional business world with cross-pollinating ideas and insights, but this is just fiction. The most profound storytelling I found is with the authenticity and usefulness of this vanity publication.

[Nick Lawrence · Rating 2 out of 5]

Definitely written by an ad person, this book had some good ideas and anecdotes but lacked any real research to back up the claims. I think this likely would have made a better long-form blog or article rather than a book, given how repetitive it was.

The other reality it completely missed, even though it almost said it, is that mostly people don't care about brands. Ehrinberg-Bass' research has much to say on this, and while I agree that a good story can connect someone to a brand, they can just as easily move in a different direction. His examples of apple, Nike and coke were great, but one could argue it was less about their story and more about their distinctive assets and availability that has made them such a success.

I think it was worth the read, and can certainly draw some ideas out of it but overall not one I'll be recommending.

[Carloesquivel · Rating 4 out of 5]

Easy to read, easy to follow methodology to create human like brands that builds affiliation and fidelity.
Jim Signorelli is a funny storyteller yet his approach is thought provoking, serious and goal oriented. Highly recommended to marketing managers, and every soul employed or related to advertising.

[William Brophy · Rating 5 out of 5]

Read this now if in marketing!

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!

[Maryssa Cessac · Rating 4 out of 5]

Pretty insightful in the world of marketing- is it one you will read for funsies? I dont think so, but great resource for an authentic approach for branding and marketing. Would recommend in if you are in advertising

[ellie chun · Rating 5 out of 5]

This books provides many actionable plans for branding and marketing. A Very great book

[Chris · Rating 5 out of 5]

Good book with some good actionable items. Definitely a book too go through more than once.

[Chris · Rating 3 out of 5]

Not bad. Good insight into building a brand.

[Makayla Nichelle · Rating 4 out of 5]

Great concept book was a bit unorganized and unclear on some things. I'm looking to read the second edition to see if t explains the authors strategy a bit more clearly.

[Tony Parsons · Rating 5 out of 5]

In academia its simple you write (APA, MLA) because you have to for the class assignment/professor, get a good grade, pass the class, receive your financial aid &/or get it published in a journal & graduate (under/grad/PhD student). Pretty simple huh, wait till a professor/review board accuses you of plagiarism.

My favorite quote Tony Hsieh, Zappos CEO “friendly customer rep over the phone.” or better yet someone that speaks closer to your own language (outsourced).

Even when you go to a retail store, you can’t find a sales rep or their panties are in a bunch for the whole day.

My favorite book ever George Orwell “1984.” Hopefully not the 22nd century. As the internet & the newest cell phones to come along takes over most PPL lives what is the future of hard/paperbacks, magazines & newspapers? Will your advertising or marketing strategy stay the same? If you get a BA & a MA in the same field to me you learn nothing.

A very awesome book cover, great font & writing style. A very well written business oriented accurate & informative book on branding or bottom line how to market & get your publisher/reader to buy your book. It was very easy to read/follow from start/finish & never a dull moment. No grammar errors, repetitive or out of line sequence sentences. Lots of exciting scenarios, with several twists/turns & a great set of unique characters to keep track of. This could also make great PP presentation or mini TV series (A & E, History channel). This was marketing 101, for me, very important to an author/writer & all their supporting cast. A very easy rating of 5 stars.

Thank you for the free book (Story Cartel)
Tony Parsons MSW (Washburn)

[Bruce Sarte · Rating 5 out of 5]

A lot of people hear the word MARKETING and heave a huge sigh of pain. It doesn’t have to be like that – and Jim Signorelli’s StoryBranding: Creating Stand-Out Brands Through the Power of Story takes it all together and boils it down to something that anyone can understand whether you are a marketing guy or simply someone who has something that they think people will want.

Jim takes the idea of marketing and copywriting and turns it into a brilliant and creative exercise. Using several tried and true methods, Jim Signorelli takes the reader through a series of steps to help create the story behind your brand and then put it out to the people. Through his I AM statements and Story Briefs, the author creates something that to help you create a brand that people remember.

This book is nothing short of a powerful tool for anyone trying to sell anything without the funds to buy a marketing campaign from one of the big advertising agencies.

[Tim Calkins · Rating 4 out of 5]

Jim Signorelli is right on target when he writes that great brands are based on compelling stories. People don't remember facts and figures, they remember compelling tales.

Understanding the story of your brand is a top priority. In this book, the author argues persuasively that it is worth devoting time to identify your brand story.

So overall I enjoyed the book.

My primary frustration: there are no concrete examples. I wanted to see how he used his frameworks to drive results on real brands. But the book presents generalities and disguised businesses. As a result, the material seems theoretical and I'm not sure how a manager would actually use it to deliver great business results.

[Jason Carter · Rating 4 out of 5]

I really enjoyed this business book. It's not about "how to tell a story about your business," but *why* and *how* story-telling is an appropriate metaphor for business marketing.

Signorelli defines 'story' as "A narrative about a character dealing with an obstacle to achieve some important goal." He provides a framework he calls the 'Six Cs' to work through a business' marketing through the storytelling structure.

Finally, he provides 12 archetypal characters to help interpret the most powerful types from which to draw your business' story.

Perhaps I was already leaning in this direction with respect to my business, but I found this book very helpful in drawing out the ideas around business storytelling.

[Sherry · Rating 4 out of 5]

This is a good book for anyone trying to creat a brand. Even if the brand is just yourself.

Anyone in marketing should read this. It talks about how to use stories to creat a relationship between the brand and the customer. Once a relationship is formed the customer will most likely continue buying that brand for a lifetime.

This book walks you through the process of writing the brands story. It tells you why each step is important and how to do it.

I learned a lot from this book. Before reading this I didn't realise just how strong my affiliation with some brands was. I was buying things just because I like the brand itself. That is waht brands want of course!

[Linda Leon · Rating 5 out of 5]

Jim Signorelli's book is an outstanding presentation in learing to create your brand by the story you create in the marketplace. Everyone has a specific story that is being generated by their business whether they are aware of it or not. Signorelli's make you aware of the type of story that you are creating and how to exploit that for building a solid business with loyal followers that will commit to your brand long term. The book is easy to read, yet detailed in explanations and has chapter reviews so that will have a more rooted understanding of concepts taught.

[Lawson Hembree · Rating 3 out of 5]

StoryBranding offers a nice fresh take on the marketing process. Jim encourages creatives and executives to work together to understand the core of a brand and how they plays out in product/service features. By using the avenue of story, brands can attempt to align their core and actions with consumers' cores and action, leading to a deep "Level IV" connection.

[Kathryn Harriet · Rating 5 out of 5]

This book was everything I had hoped it would be. It was both detailed and concise in laying out, explaining, and exemplifying the mechanics of StoryBranding. I borrowed it from the local library but I will be buying my own copy for my own business library.

[Leslie · Rating 3 out of 5]

Interesting look at promotion; some very valid points made. This would be a good addition to the Library.

[Randy Rohn · Rating 5 out of 5]

Interesting study about the power of storytelling in our lives--in business, in marketing and how we relate to others. Anyone who wants to communicate effectively, has to read this book.

[Wes · Rating 5 out of 5]

Clear and insightful, this book is a deceptively easy read. Jim's advice sticks in your head and calls out to you to re-read this book. A must read for any marketer today.

[Marguerite Darlington · Rating 4 out of 5]

There's good info in this book, but it's definitely padded. If you are a marketing professional, you can skip right to chapter 8. Great techniques for coming up with resonant campaigns.

[Heidi King · Rating 3 out of 5]

Winded

[Colette Campbell · Rating 5 out of 5]

Business books are often dry and hard not to put down, but this one is different. Well worth a read if you are in business.

[Adam · Rating 5 out of 5]

Quite an excellent book for anyone who creates content or works with building a brand identity for a company through the use of story.

[Becca · Rating 4 out of 5]

Ueeful ideas for teaching media literacy to students.

[Pat Doyle · Rating 3 out of 5]

People don't listen to ads, but they do to stories.

[John R Naugle]

The intro video sold me on the book: http://www.youtube.com/watch?v=_oKscu... [I am looking forward to reading this]