Storyscaping is a new approach that brings together the power of stories and experiences to create immersive worlds in which brands and consumers connect. By using Storyscaping, brands can move beyond making ads and into creating worlds where their story becomes part of the consumer’s story. This is where enduring, dynamic relationships are built between consumers and brands. Authors Gaston Legorburu and Darren McColl explain how marketers, technologists, and corporate leaders can apply Storyscaping to their businesses. The Storyscaping philosophy, approach and application model are all explored in depth, including: Brand Purpose, consumers’ emotional desires and behaviors, product positioning and the application of an Organizing Idea to the consumer experience.
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