Digital Storytelling for Brands

Bridget Tombleson, Katharina Wolf

• Publisher: SAGE Publications Ltd
• Year: 2023
• Print ISBN: 9781529745023, 9781529745030
• eBook ISBN: 9781529786385
• Edition: 1
• Topic: Negocios y empresa
• Subtopic: Marketing
• Index: Marketing

Digital storytelling for brands has become a non-negotiable skill in the 21st century, due to the need to connect and communicate with diverse audiences across multiple channels and platforms.  The ability to understand narrative(s) is now a prerequisite for many business, communication, marketing and public relations professionals, as well as content creators and journalists. This book teaches essential skills in deconstructing the traditional narrative and how to adapt narrative to fit contemporary platforms. Co-creative methods are emphasised and provide readers with a theoretical underpinning of participatory culture, and narrative. For the first time ever, this book brings together extant arts and humanities-based models with business theory. It provides learners with a clear understanding of the creative and persuasive form of narrative within a digital context, whilst building brand. Contemporary case studies highlight challenges faced in the digital world, including implications for reputation management, considerations associated with mis- and disinformation and the crucial role of the collective narrative. A key principle guiding this book is: 'the more digital we become, the more we crave to feel human' and it is this very space where digital storytelling can cut through the (digital) noise to provide an authentic connection.

Bridget Tombleson is an academic at Curtin University, Perth, Western Australia, with more than twenty years' experience in public relations and the communication industry.

Katharina Wolf is an Associate Professor at Curtin University in Perth, Western Australia, and Lead of the Faculty of Business and Law's public relations program.

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Contents
• About the Authors
• Acknowledgements
• Introduction
• 1 Narrative Models Across the Ages
• 2 Semiotics in a Digital World
• Chapter 3 Participatory Culture and Transmedia Storytelling
• Chapter 4 The Traditional Narrative and the Collective Narrative
• Chapter 5 Telling Stories Across Multiple Platforms
• Chapter 6 Becoming a Story Curator
• Chapter 7 Storytelling Design and Composition
• Chapter 8 Storytelling Through Video And Scrollytelling
• Chapter 9 Podcasts for Brand Storytelling
• Chapter 10 Brand Storytelling and Reputation Management
• Chapter 11 Outrage, Mis- and Disinformation in the Digital World
• Chapter 12 Artificial Intelligence, Virtual Reality and the Future of Storytelling
• Appendix Digital Storytelling Strategy for Perth Observatory
• Index