Digital Storytelling for Brands

Digital storytelling is essential for brands to connect and communicate with diverse audiences across multiple channels and platforms. This book teaches essential skills in deconstructing traditional narratives and adapting them to contemporary platforms, emphasizing co-creative methods and participatory culture. It combines arts and humanities-based models with business theory to provide a clear understanding of the creative and persuasive form of narrative within a digital context. Contemporary case studies highlight challenges faced in the digital world, including reputation management, mis- and disinformation, and the role of the collective narrative.

Format: Paperback / softback
Length: 296 pages
Publication date: 21 August 2023
Publisher: SAGE Publications Ltd

In the ever-evolving landscape of brand communication, digital storytelling has emerged as an indispensable skill for businesses to thrive in the 21st century. The demand to connect and engage with diverse audiences across multiple channels and platforms has made it crucial for professionals in various fields, including business, communication, marketing, public relations, content creation, and journalism, to possess a deep understanding of narrative structures. This book aims to equip readers with the essential skills needed to deconstruct traditional narratives and adapt them to fit contemporary digital platforms.

Co-creative methods are emphasized throughout, providing a theoretical foundation for participatory culture and narrative. By integrating existing arts and humanities-based models with business theory, this book offers a comprehensive perspective on the creative and persuasive power of narrative in the digital realm. It provides learners with a clear understanding of how to craft compelling stories that resonate with their target audience, while also building strong brands.

Contemporary case studies are presented to highlight the challenges and opportunities that businesses encounter in the digital world. These case studies explore topics such as reputation management, the impact of mis- and disinformation, and the significance of collective narratives in shaping public perception. The book's key principle is that as we become increasingly digitized, there is a growing desire for human connection, and digital storytelling has the potential to bridge the gap between technology and humanity.

Bridget Tombleson, an academic at Curtin University in Perth, Western Australia, brings over twenty years of experience in public relations and the communication industry to this book. Katharina Wolf, an Associate Professor at Curtin University and the Lead of the Faculty of Business and Laws public relations program, contributes her expertise as well. Together, they have crafted a comprehensive guide that empowers professionals to leverage the power of digital storytelling to achieve their communication goals and build meaningful connections with their audiences.

Weight: 508g
Dimension: 170 x 243 x 22 (mm)
ISBN-13: 9781529745023