StoryBranding 2.0: Creating Stand-Out Brands Through The Power of Story

Product Description

From Library Journal:

Advertising executive Signorelli was tired of the traditional approach to his craft, which he feels resulted in soulless hyperbole and mindless drivel.

When preparing for a client meeting, he had an epiphany. Rather than doing a traditional brief for the client, identifying its brand's unique selling proposition, he wrote a story: a first-person narrative told from the prospective customer's point of view. Customers have problems they want to be solved, and their stories provide clues to understanding how the brand can solve them. Signorelli compares the "StoryBranding" process, which helps brands understand themselves, to the way stories teach us about the people in them.

VERDICT Since advertising is, among other things, about building and nurturing relationships between the brand and the customer, the timeless tradition of storytelling is a natural approach to facilitate the process.

Signorelli skillfully coaches his readers through understanding a brand's core values and aligning them to customers' needs. While branding and advertising books are a dime a dozen, the author's original approach and competent storytelling skills serve his topic well. -Carol Elsen, (c) Copyright 2012. Library Journals LLC,

“All marketers should read Jim's book, especially those who haven't embraced storytelling. It not only drives home the efficacy of storytelling but also offers a roadmap for leveraging this tool to uniquely communicate the human essence of a brand. Thought provoking and useful book."--Dennis Dunlap, Former CEO, American Marketing Association

Many books talk about the power of storytelling as a persuasion device, but this is not one of them. Jim believes it’s more important to become a story than to tell one. And he shows how it can be done for all brands, big or small, for any product or service.StoryBranding 2.0StoryBranding is applicable to personal branding as well. “If you have a birth certificate, you are a brand,” he says. An easy, entertaining, and educational read, this revolutionary book on branding has been called “a must read” by critics and marketers across the globe. (Gold Medal Non-Fiction Award from Stephanie Chandler, who heads the Non-Fiction Writers Association.

Top Reviews

It Goes Way Beyond Tag Lines...
by Chuck Regan (5 out of 5 stars)
December 3, 2014

Focusing a brand on Jungian personality types is brilliant. Insights from this book was the foundation for the rebranding strategy for a company I worked for.
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An Invaluable Roadmap for Every C-Suite Executive
by Mary Olson (5 out of 5 stars)
August 25, 2014

Jim Signorelli's STORYBRANDING 2.0, is the best business tool to address the very core of brand value for my clients in today's digital business and marketing climate. I purchase Signorell's invaluable roadmap for every single C-Suite client and will continue to make storybranding a part of my daily dialogue. MARY OLSON, defining, designing, and marketing authentic brands.
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Good as a knowledge
by Shunsuke Kito (5 out of 5 stars)
January 11, 2018

The contents can't be applied to each person's businesses directly. But, knowing this kind of idea will be important.
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Five Stars
by Annetta (5 out of 5 stars)
November 28, 2016

Interesting take on marketing a brand.
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Five Stars
by SOLEDAD MARTINEZ (5 out of 5 stars)
February 10, 2018

Excellent the product, the delivery was fast!!!
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Five Stars
by Sean Liu (5 out of 5 stars)
March 7, 2016

Good Book!
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There are spelling and/or grammatic errors like at least every 5 pages
by Steven C. (1 out of 5 stars)
January 24, 2018

There are spelling and/or grammatic errors like at least every 5 pages.. How did this ever get published?? I'm wondering if I even got a legit copy..
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A fun read even if you are not in a business field
by Stephanie Chandler (5 out of 5 stars)
June 6, 2017

"Storybranding 2.0 Creating standout brands through the purpose of Story" written by Jim Signorelli is a good book that describes how individuals and companies can sell their product(s). This book is actually a fun read even if you are not in a business field. A lot of what he wrote will "�work' for a "�normal' customer. The introduction and reintroduction explains in plain language what we need to understand how to make others understand ideas easier.

The essays at the end of the book describes in easier language by others suggesting that we all can storybrand and "�sell' what we need and buy. This is a book that brings others together from other fields. Readers need to read other perspectives on this subject to understand how to do it in a better way. This is a five star read for business and personal standpoints.
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Good Concept/Conveyance a Bit Hard to Digest
by Tana Bevan (3 out of 5 stars)
June 29, 2014

I was given access to a copy of this book in exchange for an honest review. I give this book (and its author) credit for exposing me to the idea/concept. An analogy best explains my take on this book.

Some live to eat, choosing to eat foods laden with rich, heavy sauces and/or high fat and sugar content. Others eat to live, choosing lighter fare by eating food in a more natural state. The former leaves a person feeling heavy, sluggish, and in need of a nap. The latter leaves a person fueled up, energized, and ready to take on whatever's next.

With sentences like, "The completed StoryBrief will set the stage for the execution of communications in any form and across any medium as your brand mounts an attack on identified obstacles standing in the way of a Level IV connection" and "As you'll see, this will set up problems and opportunities that should be assessed when setting out to associate important meanings to a brand and in an effort to help it stand out against the backdrop of competitive substitutes" this book's writing style is heavier than I want.

Heavy-speak: It requires more effort than I want to expend to extrapolate information.

Light-speak: It takes too much work to figure out what the author's saying.

The information appears to have value. However, there are many ways to learn about things. I, like most, prefer easier. I may decide to revisit this book at a later date, but for now I am off to find a more digestible source for learning about storybranding.
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An easy-to-read resource for professionals
by CS (5 out of 5 stars)
March 5, 2014

I did not read the first StoryBranding book by Jim Signorelli, but the information in this book is informative and interesting. The author has provided a lot of information and illustrations to show how successful branding can be achieved and optimized by incorporating the tried and true principles of good story telling.

The material here, together with review points at the end of the chapters, can help branding/advertising/marketing specialists to walk through the creative process with their product or concept in mind. It encourages creativity and innovation which go beyond attention-grabbing, into truly connecting with an audience and becoming meaningful to the audience. I expect this book to be a great resource for professionals in those fields.

I received an electronic copy of this book from Netgalley for my honest review.

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