Advertising has a credibility problem. Brands have inundated us with endless promises over the past decades that they often failed to fulfill or only partially fulfilled. The result is a consumer who avoids advertising and doesn't trust its content.
In a quest for reach and credibility, authenticity, storytelling, and content marketing are currently "hot." The book "True Storytelling" combines these contemporary marketing ingredients into a practical method that helps brand owners, marketers, and advertisers tell credible brand stories. Credibility is, after all, the most important criterion for successful content marketing.
The True Storytelling method starts with knowing what the brand truly stands for. With the practical True Story Canvas from the book, you can do this on just one A4 page. This brand positioning based on authenticity serves as the starting point for developing True Story Content.
Publisher: Van Duuren Media
Authors: Paul Hillesum en Amber Franssen van Truman Amsterdam