StoryBranding Gives You A Process, Not A Magic Formula

I’ve written recently about my skepticism of the worshippers of “brand storytelling” as the new Holy Grail of advertising. So, I wasn’t sure what to expect from Jim Signorelli’s book StoryBranding: Creating Standout Brands Through the Power of Story.

StoryBranding-Cover-200x300StoryBranding is geared more toward explaining Signorelli’s proprietary theory of solving marketing problems. He deconstructs the elements of his process, starting with the brand and employing archetypal personalities to give life to companies and target audiences. StoryBranding a good piece for his prospective clients, to be sure. But it’s his story, not ours, so read it if you want another take on branding as opposed to a look at the pervasive use of “brand storytelling” these days.

Special thanks to The PR Freelancer for providing me with a review copy.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.