While storytelling is already widely used as a marketing strategy, it has recently become an almost obligatory form of brand content.
In The Story-Making and Mind-Formatting Machine, Christian Salmon explores the rise and expansion of this technique in both the United States and Europe.
Storytelling is a technique that deeply addresses emotions as a employment database way to connect with audiences . This technique is commonly found in advertising across virtually every industry.
Salmon states in his book: “we have moved from public opinion to public emotion”,
referring to the importance that emotions have gained in the field of advertising and communication.
Customer Experience: The Formula for Success to Win Over Your Customers, by Marcos Álvarez
In this book, Marcos Álvarez proposes a business model based on the sum of value through three components: employees, customers, and the company. The author has dubbed this model "Value with Values."
Álvarez believes that improving the customer experience requires starting with employee feedback to generate greater employee engagement.