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Brand Storytelling in the Digital Age

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Cover of 'Brand Storytelling in the Digital Age'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction: The Ancient Art of Storytelling and the Language of Marketing
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    Chapter 2 Brand Storytelling: A Review of the Interdisciplinary Literature
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    Chapter 3 Storytelling for Minds: Neuroscience’s Approaches to Branding
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    Chapter 4 Storytelling for Hearts: Brand–Consumer Conversations in the Digital Age
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    Chapter 5 Character and Plot: Narrative Structure and the Art of Archetype Enactment
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    Chapter 6 Conclusion: The Future of Storytelling
Attention for Chapter 3: Storytelling for Minds: Neuroscience’s Approaches to Branding
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