Ori [Wiley] Storyscaping: Stop Creating Ads, Start Worlds

Marketers, technologists, and corporate leaders are looking ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing the digital age that involves using stories to design emotional and transactional experiences customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more.

Shows how to map how the consumer engages with the category and product/service

Explains how to develop an organizing idea and creative plan an immersive storyscape experience

Defines the role of marketing channels around the organizing idea