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Jim Signorelli is a marketing thought leader and speaker who has been acclaimed as one of the world's foremost experts on the subject of StoryBranding. Signorelli's articles and interviews have been featured in magazines, newspapers and on radio talk shows throughout the U.S. Canada and Europe. His career has been spent working at major advertising agencies throughout the U.S. on accounts like Citibank, General Electric, Toshiba, Kraft Foods, Burger King, KFC, Taco Bell, McDonald's, The American Marketing Association, Blue Cross/Blue Shield and many others.
Jim is the founder and CEO of eswStoryLab. a branding consultancy and marketing services agency that has been ranked among the top agencies in Chicago by Crain's Chicago Business and has been named to the Inc. 5000 list of fastest growing independent companies in the U.S. three years in a row. His first edition of StoryBranding was awarded a Gold Medal in Marketing/Advertising from Axiom Books. Additionally, Jim is the recipient of U.S. Bank's Smart Leaders Award.
Reviewed by Jack Magnus for Readers' Favorite
Storybranding 2.0 is a non-fiction guide for marketing and sales professionals written by Jim Signorelli. Signorelli has been in marketing since he was a paperboy who devised ways to increase his number of customers. Storybranding is a technique he’s worked on that focuses on the brand’s reason for being, rather than the attributes of a particular product or service. Signorelli sets out step-by-step instructions to help his readers understand the concept of Storybranding, as well as its increased effectiveness over the traditional marketing techniques that proclaim the excellent virtues of products. A brand with a story has resonance with its customers that goes beyond any particular product. Getting to that level of resonance is a 4-step process which can seem daunting at first glance; however, Signorelli shows through examples and charts exactly how to do it.
I’m a freelance copywriter and was intrigued by the premise of Signorelli’s marketing and sales guide, Storybranding 2.0. I was, quite frankly, blown away by this book. It’s a marvelous guide for copy and creative writers alike. Signorelli’s insights into how to gain an empathetic understanding of both the brand and the prospect are perceptive. How that understanding can build resonance is shared and made accessible through his engaging and interesting prose, examples of real-life brand successes and failures, and techniques. As I read on, I started to think about how I could use Signorelli’s storybranding techniques, and how previous sales strategies might have been more successful had I known about them before.
Storybranding 2.0 is also an enjoyable book to read. It’s very well written, and I found myself reluctant to finish reading. I read on through the appendices where he’s included suggested reading, his blog entries on Storybranding (which are excellent and not to be missed) and his bio. I’m glad I’ve read Storybranding 2.0 and am planning to use the techniques I’ve learned with some current and future projects I’ve got lined up.
