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Storyscaping: Stop Creating Ads, Start Creating Worlds by Darren McColl, Gaston Legorburu

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INDEX

A

adapting, selling and

advertising. See Experience Space

American Girl

“answers of uncertainty”

anticipation

“articulate” (discovery process step)

“assess” (discovery process step)

Avatar (film)

B

behavior

aligning stories with
consumer behavior and filters (See also Consumer Insight)
Experience Space and connecting story
organizational behavior

Blockbuster

Booker, Christopher

brand, stories and

Brand Purpose

application of
brand as personification of company
brand-driven content
Consumer Journey and
defined
discovery process for
examples
identifying consumers and
personification and
return on investment (ROI)
social media and
strength of
technology and brand launch

Brand Response

Branson, Sir Richard

British Airways

Brown, Millward

Build-a-Bear

C

Cabbage Patch Kids

Cameron, James

Campbell, Joseph

case studies

“common cold”
Ladbrokes
Vail Resorts
X Games (ESPN)

“cast” (Story System stage)

change, Consumer Insight and

Citibank

Coca-Cola

collaboration

community focus

Connected Thinking

brand-driven content
Brand Response and
consumer behavior and filters
creating and
Experience Space, defined
Experience Space, expanding
marketing as non-linear
new and “old” media for
storytelling for
technology and inspiration
technology and market entry
Vail Resorts (case study)

Consumer Insight

change and
emotional influences and desires
identifying target consumers
insight, defined
Organizing Idea and
researching

Consumer Journey

“answers of uncertainty” for
anticipation and
Consumer Insight ...

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