Storytizing

With the boom of e-commerce and socialmedia, companies no longer hold primarycontrol over their brand message. They nowshare that power with customers.That shift means companies must create agilemarketing campaigns that solicit the feedbackand participation of key influencers. In this newday and age, businesses and their customers tellthe story collectivelyadvertising is passe; welcometo Storytizing.Storytizing explains how marketing professionalscan employ sophisticated new tools tobetter understand how brand messages proliferateand who helps shape them. Using interviews,anecdotes and lessons generated through his vastexperience with Fortune 500 leaders, Pearsonshows how firms can identify the customers andtrends that shape their brand's story. Throughthose insights, Storytizing will help companies: Develop an Audience Architecture thatprovides a predictive view of how to align yourstory with your audience, as well as show howmessages evolve in real time Use sophisticated tools and big data tosegment the market into those who lead, thosewho share and those who ';lurk and learn' Deploy similar tools to help transform youremployees into influential brand ambassadors Learn from the experiences of peers, withcontributions from some of the world's topmarketing professionalsIn his first book, PreCommerce, Pearsonshowed that companies must engage directlywith customers. Now this book lays out the increasinglysophisticated strategies companiesmust deploy to create, shape and sustain theirbrand message in this new Storytizing era.