...Joachim Scholz; Antonia Mantonakis; Jacob Gigliotti Purpose Despite the rise of visual content in marketing practice, guidance on visual storytelling remains scarce. Integrating neo-archetypal theory with practice theory, this paper examines whether archetypes can facilitate the translation...

...Andrea J.S. Stanaland This book’s “story” is told in two parts: The Broken World of Storytelling (Part I) and Shaping the Future (Part II). Part I provides the background in four chapters. In “The Story Wars Are All Around Us”, Chapter 1, Sachs defines stories as “[…] a particular type...

... --> Marketing Women Women workers Brands Relationship marketing Storytelling Superwoman – coined for high‐profile women like Nicola Horlick, the recent superstar asset‐manager, wife and mother of several children. The reality is that every working mother is a superwoman, every day of her life...

... Publishing Limited 2010 --> Brand image Storytelling Marketing Chapter 4 is all about “Crafting a Backstory People Care About”. It is about characters, challenge, vision, conflict, and triumph. It is about the passionate enthusiast, the inspired inventor, the smart listener, the likeable...

... of storytelling when it comes to telling tales to employees. Telling stories about the organisation to the public is handled differently. At this stage, the authors clearly outline some of the reasons why stories told about organisations influence our views and perceptions of them. Chapters 8‐11...

... is on the right track. Originality/value The paper takes a fresh approach to loyalty markting research as well as analyzing and improving customer loyalty. Loyalty schemes Corporate branding Storytelling Individual psychology Consumer behaviour Canada How do you take your loyalty brand from mere...