Kirjahaku

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications.Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science.With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.

Creativity in Marketing Education: Storytelling, Imagination and Purpose reimagines the classroom as a space where creativity, imagination, and inclusivity drive learning. It reconceptualises every student as a protagonist on a journey of self-discovery, every educator as a guide and catalyst for change, the curriculum as a blank canvas for creativity, and teaching and learning as a symphony of possibility. This evocative collection invites readers to reimagine marketing education not as a rigid discipline but as a living, breathing act of art infused with story, values, and voice. Blending reflection with forward-thinking insight, the book explores how purposeful education can nurture both intellect and soul. From the ancient art of storytelling to the challenges of teaching in the age of imagination and artificial intelligence, each chapter intertwines narrative with ethical clarity and creative purpose. Educators are called to design with conscience, place creativity above convention, and redefine success in more human terms. At its heart lies a simple yet profound question: what does it mean to truly educate a marketer today? The answers span moral guidance, social inclusion, brand storytelling, and imaginative freedom – guided not by the need to fill minds but to kindle souls. Thus, teaching, when guided by creativity, care, purpose, and the power of story, is not a job or profession but a sacred calling. This essential guide offers practical exercises, ideation techniques, and industry case studies to help marketing educators create an inclusive, creativity-centred classroom. It provides a framework for nurturing imaginative, purpose-driven students prepared to lead and innovate in an ever-evolving world. This book will appeal to educators, scholars, and changemakers in the field of marketing, who believe that marketing can – and must – be a force for good.

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating.Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds.Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

In the imagination age, organizations need to harness the power of creativity and innovation in order to survive and thrive. Grounded in academic and applied research, this book offers invaluable insights into these concepts from an interdisciplinary perspective. Through compelling narratives, the author critically discusses the theories and models that will empower the thinking of researchers, entrepreneurs and leaders. Revealing how the fourth industrial revolution can put our creative minds into play with enormous opportunities to solve problems and make meaning, the book invites us to debate how human and emerging technologies will write the next chapter of human history. It covers philosophical approaches to creativity, the characteristics of creative teams, the components of individual creativity as well as the role of imagination and associative thinking in fostering creativity and innovation.