Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners. “Brand narratives in the age of social media and digital transformation are essential to the survival of contemporary brands. This book adopts an interdisciplinary approach drawing on the author’s expertise in neuroscience, consumer behavior, and branding taking the readers on an avid scientific journey around the brand narrative and storytelling discourse. The book presents an excellent entry point for scholars and Ph.D. researchers interested in advancing the growing field of brand storytelling especially in the digital age.” ( Noha El-Bassiouny , Vice Dean for Academic Affairs, The German University in Cairo, Egypt) “More and more companies and brands are engaging in storytelling in the form of content marketing. As social media has accelerated growth in this practice, it is important that academics fully understand the theories, practices and applications of storytelling. This book is a welcome addition to the literature as it provides a valuable overview of current thinking in this area supported by examples and case studies.” ( Alan Wilson , Professor of Marketing, University of Strathclyde Business School) “The smart money is on learning how brands can make waves in an age where smart minds, smart mouths, and smart thumbs are congregating around smart phones and surfing more content than ever before. This book provides valuable insight, from a number of perspectives, into how brands can build momentum through the art of storytelling.” ( Jonathan A.J. Wilson , Professor of Brand Strategy & Culture, Regent’s University London) In this timely book, Moin takes the reader on an exploratory journey of storytelling. By adopting the interdisciplinary approach and drawing on theory and practice, the author encourages marketing academics and practitioners to pause and reflect on how consumers really think when choosing a brand.” ( Hanna Yakavenka, Associate Dean of Internationalisation and Business Development, Coventry University London) If you are a PhD student and storytelling is your research methodology, then this book is a must read. This book does a good job of explaining how the history of storytelling is linked to human evolution and in doing this, each chapters navigates through different views and perspective, including marketing and branding strategy.” ( Hany Wells , Associate Dean of Student Experience and Quality Assurance, Coventry University London) “Facts are forgotten; stories stick. This truth is revealed in creative and memorable stories that survive in the digital deluge. Strong narratives bring brands to life, then brands become part of the storyline in a consumer’s own life. This is the powerful potential of digital marketing, as Moin explains.” ( J Graham Spickett-Jones, Head of Department for Marketing, Fashion, Hospitality and Tourism, Coventry University London) “Moin’s new book provides a fresh perspective on storytelling throughinterdisciplinary study. This book poses questions and encourages reflexivity of brand storytelling in today’s fast-paced and digitally driven society. It is a welcome addition to brand management and would certainly inspire further interests and research by readers.” ( Gordon Yan , Principal Lecturer in Hospitality and Tourism, Coventry University London) “Whether you are a Marketing Director, Cloud Service Project Manager or Sales Executive, you have to communicate with people. In this book. Moin shows how storytelling is disrupting the brand communications in the age of digital transformation. It is a guide for the Digital Marketers and for all who want to know how customers think.” ( Enamul Haque , Associate Director, Cloud Infrastructure Services) “Storytelling is the currency of marketing. In this book, with an interdisciplinary appr