Designing Meaningful Narratives for Brands
Kristian A. Alomá, PhD demonstrates how brands can foster authentic connections ensuring every story told is as responsible as it is compelling.
Aloma is an accessible academic, effortlessly simplifying complex constructs.
Dave Healing
Senior Director of Brand Strategy & Activation, Zillow Group
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A Brand Can Do So Much More Than Sell a Product
Once you understand the impact of your company on your customers’ lives, you realize the responsibility of marketing is both to the success of the organization and the well-being of its customers.
About
Kristian
About Kristian
Kristian believes designing a successful relationship with customers requires the intentional and intelligent application of the social sciences. During his two-decade career in marketing, he has helped the world’s largest brands improve their relationships with customers by drawing on his academic experience in narrative psychology, identity, and behavioral economics. At the Kellogg School Center for Nonprofit Management, Kristian is a lecturer who helps nonprofit leaders learn to improve their brand narrative and enhance the donor experience through mindful design.
With Caribbean roots, Kristian is used to loud conversations, delicious food, and hot weather. Two of these things he loves – and the other drove him to move to the snowy city of Chicago. Here he loves talking about the world and planning trips to explore different cultures with his partner and two children.
Advanced Praise for Start with the Story
If you and your team are in the business of building trusted relationships with people, then you recognize the challenge of understanding the psychology behind their often-irrational behavior. Kristian Aloma has been a student and practitioner of psychology and behavior within the context of branding and marketing for years and has identified a profound unlock through the power of story. Aloma is an accessible academic, effortlessly simplifying complex constructs so that we can move forward on actions that matter.
Dave Healing
Senior Director of Brand Strategy & Activation at Zillow Group
Kristian Aloma knows his stuff. He is a uniquely talented analyst who has been studying the consumer mind for decades. Now that he has decided to share his expertise with the rest of us, we will all be smarter and better prepared to grow trust, activate customers, and shape behavior. This is an unmissable book for anyone looking to build a brand that matters.
Brian Reich
Author, Speechwriter, and Communications Strategist
Kristian Aloma has an innate ability to follow the human thread through stories of brands and their relationships with consumers. His use of narrative psychology to highlight how we think and why helps to bridge the gap between business and psychology in a way that just makes sense. Using this framework, Kristian provides the language businesses need to ‘talk’ to their consumers and to build long-lasting and trusting relationships with them.
Elizabeth Schwab, PSYD
Associate Department Chair of the Business Psychology Division
at the Chicago School of Professional Psychology
I’ve witnessed Kristian Aloma help hundreds of nonprofit leaders in organizations big and small realize how important their brands are to their stakeholders. Using Kristian’s narrative framework, nonprofits all over the world are able to identify and strengthen their relationships with donors. If you’re looking to grow your brand and strengthen its impact, Kristian’s book is the place to start.
Elise Madrick Townsend, MSW
Associate Director of Nonprofit Executive Programs
at the Kellogg School of Management at Northwestern University
