Publisher's Synopsis
Mankind lives a storied life and effective communication is embedded in stories. Given that mankind sees things through stories it is fitting and proper that story instrumentation is employed in branding and other facets of management and marketing. Stories can impact people more than instructions and therefore it is logical to employ stories for the different human functionalities to enhance communication. Stories are ubiquitous, ie, they cut across all human functionalities. Stories inspire, stories motivate, stories create passions and stories connect people to situations. The technical terms used are that, human beings are homo narans, storytellers; homo fabulans, story interpreters, homo metaforicus, story connectors. We see life through stories. It is said that the Japanese are moving from the mere monotsukuri (manufacturing) to the kototsukuri (storytelling) so that the organization is storied. Ultimately we see the world through stories and that is the basis of our understanding. It therefore follows that if we can tell a good story about the entity that entity will sell better. Everyone loves to hear a great story and hence telling great stories about the entity, be it an individual, a company or any other organization has an impact. Our being, whether as individuals, groups, or organisations is a storied phenomenon. In the same context products, services or places are storied. Nothing escapes storytelling. Therefore, storytelling instrumentation for branding purposes can make a big difference for the organization and its products. The case for story branding is compelling, making it extremely important to employ in business to enhance the performance of brands for an organization and its products in the market. An Authentic, inspiring, life-changing and challenging book. This masterpiece will change your mindset about the power of storytelling in branding. A must read.
