Skip to main content
padlock icon - secure page this page is secure

Multichannel brand storytelling


The full text article is not available for purchase.

The publisher only permits individual articles to be downloaded by subscribers.

This paper examines best practices for digital brand storytelling, particularly in the context of social media. It recommends the use of internal subject matter experts and guidelines for effectively leveraging them, specifically that all content should be valuable, credible and unique. The results of this subject matter-led brand storytelling for the author include a 277 per cent increase in online traffic within six months. The paper goes on to outline a specific process for implementing a social media employee advocacy programme to tell a brand’s story. Finally, it calls for a robust social listening and monitoring programme to track both internal and external discussion of your brand.
No References
No Citations
No Supplementary Data
No Article Media
No Metrics

Keywords: brand storytelling; communications; digital marketing; employee advocacy; social listening; social media; subject matter experts

Document Type: Research Article

Publication date: December 1, 2017

More about this publication?
  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

  • Editorial Board
  • Information for Authors
  • Subscribe to this Title
  • Contact us
  • Forthcoming content
  • Multi-user licences
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more