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ISBN-10 1118871340ISBN-13 9781118871348
ISBN-10 1-118-82328-1ISBN-13 9781118823286
Author(s): Gaston Legorburu; Darren McColl
Publisher: John Wiley & Sons
Copyright year: © 2014 Pages: 256

Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. This book will introduces storyscaping as a way to create immersive experiences that solve the challenge of connecting brands and consumers. Companies need to stop creating ads and marketing campaigns, and think in terms of, organizing ideas, systems thinking, and platform creation, to create worlds of consumer experience. The book explains how marketers can: Identify and define the core target audience segment Unlock or define the Brand's/Organization's purpose Understand the emotional desires of the desired consumer Establish a clear product/service positioning and offer Understand and map how the consumer engages with the category and product/service Develop an organizing idea and creative plan for an immersive storyscape experience. define role of marketing channels around the organizing idea Establish how technology can be applied to the experience Measure, Optimize, Evolve the customer experience

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