In an era where storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation, Dr S M A Moin's latest book, ‘Storytelling in Marketing and Brand Communications’ emerges as a guiding light for marketers navigating the dynamic landscape of modern brand communications.
Drawing on interdisciplinary narrative literature and insights from renowned practitioners, Dr S M A Moin, Senior Lecturer (Associate Professor) in Marketing at Queen Mary University of London, unveils the art of storified brand communications and explores how storytelling impacts our brains using consumer psychology and neuroscience insights. With a blend of theories, practice, application, and several conceptual models, tools, and techniques, the book invites researchers, academics, marketing practitioners, and students to decode the intricacies of storytelling and join the debate on its transformative power in marketing.
"Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space," notes Dr Moin. "Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology," he opines.
Positioning brand storytelling as an artistic science, the book explores its evolution in the content creators' playground, fostering brand-consumer conversation and co-creation. Despite the mysterious future of storytelling, Dr Moin argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science.
With a balance of theories and practice, including conceptual models, tools, and techniques, ‘Storytelling in Marketing and Brand Communications’ published by Routledge, offers valuable insights, enabling researchers, academics, marketing practitioners, and students to navigate how storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.
Commenting ahead of the launch of his new book Dr Moin said: "In today's fast-paced digital world, storytelling is not just an art; it's a strategic imperative for brands seeking to forge meaningful connections with their audience. Through 'Storytelling in Marketing and Brand Communications,' I aim to unravel the magic behind compelling narratives and empower marketers to harness the full potential of storytelling in their brand communications."
Experts in the field commend Dr Moin's work for its insightful commentary and comprehensive approach to brand storytelling. From academia to industry, the book is hailed as a valuable resource for marketers seeking to unlock the power of storytelling in their brand communications.
“Moin has a natural gift for providing profound and enlightened commentary on aspects of marketing and the subject of branding in particular. In this book, Moin shows how the art of storytelling is integral to successful branding and brand communication and provides many examples to illustrate his insights. This book will be of interest to anyone who is interested in branding and in particular those who are responsible for establishing their brands firmly in the hearts and minds of consumers”.
“Storytelling is an essential component in Marketing and Brand Communication - as both an art and a science. Dr Moin’s book offers an interesting selection of themes designed to capture the current landscape, encouraging the reader to uncover the guiding principles for what could become a business X-factor.”
‘Storytelling in Marketing and Brand Communications’ is available for pre-order, with a release date of Friday 12 July 2024, and is available in hardback from publisher Routledge.
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