Branding with Powerful Stories: The Villains, Victims, and Heroes Model
by Greg Stone (Author)

About the Author
Greg Stone, founder of Stone Communications, is a highly sought after media strategist whose clients have included Fidelity, IBM, 3M, and Harvard University. He is author of Artful Business: 50 Lessons from Creative Geniuses.

About this book
Whether you are branding your company, your product, your service, or yourself, learn to boost the power of your story and convey a compelling message in any setting by incorporating villains, victims, and heroes.

• Provides a blueprint for constructing a story that will connect narrator and listener through the scientifically proven effect of neural coupling
• Emphasizes the importance of personal authenticity in effective storytelling
• Provides abundant tips on emotional branding, writing, rhetoric, vocalization, pacing, graphics, body language, breathing, and above all, creating drama
• Applies to a broad array of applications and settings, such as job interviews, ad campaigns, and professional presentations
  

Brief contents
Part One: The Elements of Your Story
ONE Why Bother with Storytelling? The Payoff Is Executive Presence 3
TWO Find the Villain to Uncover the Story and Make Your Company the “Hero” 5
THREE Travel to Your Islands: The Key Elements of Messages 18
FOUR Brand with the Heart: Because Consumers Often Think Products Have One 32
FIVE Why Stories Resonate: Neuroscience Meets Homer 40
SIX Examples of Great Business Stories: The Formulas in Action 50
Part Two: How to Tell Your Story
SEVEN The Pictures Are Better on Radio or Podcasts: Especially with Sound Bites, Rhythm, and Brevity 61
EIGHT How to Compose a Compelling Story, in Person or on Video: A Dose of Dickens and a Splash of Casablanca 69
NINE Making Rhetoric Stick: Tips, Signs, and Lies 88
TEN Make Your Words March: Clichés, Writer’s Block, and Plot Patterns 106
ELEVEN Body Language, Vocal Techniques, and Stage Fright: Your Body Speaks, Your Voice Gestures 116
TWELVE Social Media Relations: Printing Presses, Water Coolers, and Crises 129
THIRTEEN More Stories to Emulate: Prevail with a Tale 137
FOURTEEN The End of the Story: My Own Saga 146
Notes 153
Bibliography 177
Index 197

Hardcover: 204 pages
Publisher: Praeger; 2019 edition (December 7, 2018)
Language: English
ISBN-10: 1440864772
ISBN-13: 978-1440864773