Storytelling: Creating Enduring Legacies

Due to the abundance of information and stimuli in today's society, customers are becoming less attentive. Marketing and communication experts have emphasized storytelling, or rather, the creation of stories around companies or products, in an effort to draw customers in, foster engagement, and increase sales. Storytelling is a broad concept that represents both an art and a technique to narrate a story. It is a hybrid formulation that publicist John Miller thoroughly examines when analyzing each stage of a narrative structure. Creators and producers of content for entertainment and culture, professionals in marketing, advertising, sales, journalism, teaching, politics, any activity that deals with presenting ideas or projects, we suddenly perceive storytelling as a question of fundamental importance. In this book, John Miller makes a rich panorama about the subject, presenting its origin, the stories made by the Jews and the origin of the Old Testament, as well as examples and cases of great brands that have the ability to mix with the perception of consumers, through detailed stories. Storytelling is a strategy that encompasses all of a brand's communication plan and is fundamental to its construction.