This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan.
From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today’s digital-first media landscape.
Keith A. Quesenberry and Michael K. Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media.
Keith A. Quesenberry is associate professor of marketing at Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent seventeen years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, Exxon Mobil, PNC, Campbell’s and Hershey. Quesenberry is author of Social Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution.
Michael K. Coolsen is professor of marketing at Shippensburg University and an award-winning researcher and consultant. A social scientist and expert in data analysis, he has spent his career researching consumer behavior. Prior to his work in academia, he was a senior project director of marketing research at Arbor, Inc. (since merged into GfK Custom Research). His research has appeared and been published in Psychology Today, Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory and Practice, International Journal of Integrated Marketing Communications.
About the Authors
Part I: Why Story Matters and the Story Formula
Chapter 1: Point of View: Storytelling Perspectives
1.1 Michelle Phan Storytelling Influencer
1.2 Storytelling in the News
1.3 The Science Behind Storytelling
1.4 Storytelling in Professional Practice
1.5 Case: Microsoft’s Chief Storyteller
Questions and Exercises
Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag
2.1 Sir Ernest Shackleton Ad
2.2 Aristotle’s Theory of Drama
2.3 Shakespearean Plays and Freytag’s Pyramid
2.4 Campbell’s Hero’s Journey and Hamon’s Story Circle
2.5 Five-Act Advertising Campaigns
2.6 Case: Apple’s Get a Mac
Chapter 3: Dramatic Brands: From Form To Function
3.1 Simon Sinek’s Start with Why
3.2 Inside Out Marketing
3.3 Brand and Buyer Story
3.4 Brand and Buyer identity
3.5 Case: Patagonia’s Consumers Don’t Always Consume
Questions for Consideration
Part II: Foundations of IMC Storytelling
Chapter 4: Set the Stage: Marketing, IMC, and Media
4.1 Philip Kotler’s Four Ps and Don Schultz’s IMC
4.2 Understanding the Marketing Mix
4.3 Identifying IMC Touchpoints
4.4 Planning the Media Mix
4.5 Case: Gatorade isn’t Hydration for Everyone
Chapter 5: POV: Consumer Insight and Creative Brief
5.1 Carol Williams POV and The Three Rs of Influence
5.2 Uncovering Insights
5.3 Write the Creative Brief
5.4 Develop the Creative Idea
5.5 Case: Snickers’ You’re Not You When You’re Hungry
Part III: Stories for Different Mediums
Chapter 6: Sound and Motion: TV Ads, Video, and Radio
6.1 Rosser Reeves USP and Bill Bernbach’s Creative Revolution
6.2 Brand Stories in TV Ads
6.3 Brand Stories in Online Video
6.4 Brand Stories in Radio
6.5 Case: Motel 6 Leaves the Light on For You
Chapter 7: The New Page: Magazine, Newspaper, and Out-of-Home
7.1 Mary Wells Laurance’s Copywriting and Helmet Krone’s Art Direction
7.2 Brand Stories in Print
7.3 Brand Stories in Magazines
7.4 Brand Stories in Newspaper & Out-of-Home
7.5 Case: Chick-fil-A’s Cows
Chapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing
8.1 Lester Wunderman’s Direct Selling and Jay Baer’s Youtility
8.2 Brand Stories with Direct Marketing
8.3 Brand Stories with Digital Marketing
8.4 Brand Stories with Experiential Marketing
8.5 Case: Taco Bell Hotel
Chapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing
9.1 Edward Bernays P.R. and Gini Dietrich’s Spin Sucks.
9.2 Brand Stories in Public Relations
9.3 Brand Stories in Social Media
9.4 Brand Stories in Influencer Marketing
9.5 Case: Crockpot Firestorm
Part IV: Getting the Story into the World
Chapter 10. Selling the Drama: Final Plans and Pitches
10.1 Abraham Lincoln and Martin Luther King Jr.
10.2 The IMC Plan Book
10.3 The IMC Plan Outline
10.4 The IMC Pitch
10.5 Case: The IMC Plan As A Story
Chapter 11. Stories Well Told: Legal and Ethical Marketing Communications.
11.1 JFK’s Consumer Bill of Rights and Frances Haugen’s Call for Regulation
11.2 Keeping Brand Stories Legal
11.3 Keeping Brand Stories Ethical
11.4 Professional Ethics
11.5 Case: Kellogg’s False Cereal Ad Claims
Chapter 12. Stories That Work: Research and Analytics for Communications.
12.1 Urchin Software, Google Analytics, and Bernard Marr’s KPQs
12.2 Descriptive Analytics for IMC
12.3 Predictive Analytics for IMC
12.4 Prescriptive Analytics for IMC
12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials
A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers.
Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape offers advertising, public relations, and marketing instructors a useful, readable, and accessible pathway into effective communication for a fullsemester course. Students will find the textbook an illumination of the stories they have seen in marketing communication since childhood and develop an understanding that there may be more to the story than the story itself.
Student Template Worksheets
PowerPoint Lecture Slides
Instructors Manual with chapter learning objectives, chapter outlines with lecture notes, and discussion questions and exercises.
Sample Course Syllabus