Start with the Story: Brand-Building in a Narrative Economy (Paperback) (ISBN-13: 9781544537375)

Think about someone who loves Patagonia. Imagine the person who brought their Beyond Meat burgers to the BBQ. Who can only be found behind the wheel of a Porsche?

People don't just buy brands. They use them to tell stories about who they are: stories about their passion for the outdoors, their concern for animal welfare, and their love for design.

Stories about identity are the currency of the narrative economy-and the brands that design for the story-driven mind will thrive in it.

Start with the Story teaches marketers, business leaders, and brand managers the principles of narrative psychology. Learn how it leads to better research, engaging experiences, and creative campaigns. Discover the path to inspired donors and venture capitalists, lifelong customer relationships, and employees that love their work. Start with the Story won't just change the way you think about branding. It will transform the way you look at the world.