StoryBranding

In his book StoryBranding, Jim Signorelli shows readers how stories can be used as a unique, powerful way to define and sell a brand’s value. He defines a story as “a narrative about a character dealing with an obstacle to achieve some important goal.” In the book, a company’s brand represents the character, striving to connect with prospective customers represents the obstacle, and customer loyalty represents the goal. Signorelli believes that storytelling can help companies connect with prospects on a deeper level than any slick sales pitch ever could.