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Brand Story that Works
Creating Branded Stories in the Era of Social Content
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About This Book
Content platforms have started to change dramatically, and channels diversified remarkably. But no matter how creative the majority of the brand content advertising is, it doesn\'t have a deeper meaning than triggering the attention and interest of the target consumer. This book adeptly addresses today's marketing communication challenges and opportunities in the era of social media. In order to build a strong brand, the company needs to establish a deeper connection with the consumers through story value. This simple, enjoyable, and brief book is full of how-to better position, market, and sells the products and services that you market via effective branded stories.
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Yes, you can access Brand Story that Works by Seung-Chul Yoo, Ph.D. in PDF and/or ePUB format, as well as other popular books in Business & Pubblicità. We have over one million books available in our catalogue for you to explore.
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Brand Story That Works
creating branded stories in the era of social content
First Printing | 11. 2020, Republic of KOREA
Author | Seung Chul. Yoo
Publisher | Amelia Bella Publishing
Homepage | www.penreeve.com
ISBN | 978-89-6784-311-3 (15320)
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed
“Attention: Copyright Manager,” at the email address below.
Copyright manager | [email protected]
Copyright © 2020 Amelia Bella Publishing
CONTENTS
Author Bio
Beginning Thoughts
Chapter 1. Strategic Planning for Branded Content Communications
Chapter 2. Creative Content Idea for Brand Messaging
Chapter 3. The BIG IDEA for a Brand
Chapter 4. Brand Communication & Storytelling Approaches
Chapter 5. Story Analysis & Brand Story Creation Practice
Chapter 6. Brand Communication & Media Creative
Chapter 7. Brand Message & Media Effect
Chapter 8. Idea Mapping for Branded Content Development
Chapter 9. Brand Story Case Analysis
Chapter 10. Advertising Creative Strategy & Consumer Psychology
Chapter 11. Finding Audience & Stakeholder Analysis
Chapter 12. Audience Insight & Analysis
AUTHOR BIO
Seung (Seung-Chul) Yoo is an associate professor of [Media Engineering & Entrepreneurship / ADPR/Strategic Communication] in the School of Communication & Media at Ewha Womans University. Dr. Yoo is teaching courses in Digital/Interactive Advertising/PR and Consumer Psychology. He is an expert on new media advertising and a consultant on digital media technologies and interactive marketing. In his many years as an advertising professional, he worked as a sales promotion media planner at Cheil Worldwide and a senior account manager at W Brand Connection. Also, he worked as an assistant professor of digital advertising for Loyola University Chicago. Dr. Yoo's recent research explores brand communication through new content formats with a focus on persuasion design.
FOREWORD / BEGINNING THOUGHTS
Writing is an act that reveals the true nature of the author. So even in a short article, the reader can see the truth or falsehood of the author. So, writing and publishing requires the author to be bold to the point of fear and recklessness. Writer Paulo Coelho said, "The ship is the safest when it's in the harbor, but that's not why it exists.” The challenge of this book, despite my lack of knowledge and short teaching experience, began with a desire to take an exciting intellectual adventure away from the relatively stable course of life as a college educator and new media researcher.
The realistic motivation was that even though the new trend of "brand social content" centered on the YouTube platform is growing fast around the world, there is no professional book that incorporates theory and reality. In fact, I have had a hard time finding a work of reference on 'branded social content planning and creation' that is transforming in the digital world while teaching subjects related to new media/interactive advertising at university. In addition, practitioners also rely on fragmented information found online.
This project is an excellent preparation and implementation of the “Social Media Content Creation Strategy and Business” course, started as an MBA course at Ewha Womans University's Business School in the fall of 2019. Specifically, this book was prepared in the hope that executives will be able to use this textboo...
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