Newhouse Syracuse University: Book Review


Communictions @ Syracuse, Jennifer Dutcher
February 11, 2016

Think of the last story you told out loud. Was it about your own experience? If so, you’re not alone, but you’re also part of a segment being underutilized by marketers and advertisers.

“Part of our thesis is that this experience element is incredibly powerful and often underleveraged,” write Gaston Legorburu and Darren McColl in Storyscaping. The goal, they say, is for your “brand, product, or service [to] become part of [your] customer’s story”—rather than the other way around.

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