Winning the story wars :
Sachs, Jonan
Winning the story wars : Why those who tell - and live - the best stories will rule the future / By Jonan Sachs. - Boston : Harvard Business Review Press, 2012. - viii, 264 p. ; 24 cm.
With hard- and supercover To Mira and Orion the stars that now guide me The book has a brochure
Notes: pp. 243-249; index: pp. 251-264
Cont.: Part one. The broken world of storytelling. The story wars are all around us -- The five deadly sins -- The myth gap -- Marketing's dark art -- Part two. Shaping the future. Interlude: a creation myth for marketers -- Tell the truth, part I: the art of empowerment marketing -- Basic training: identifying your values -- Tell the truth, part II: the hero's journey -- Basic training: designing your core story elements -- Be interesting: freaks, cheats, and familiars -- Basic training: generating your stories -- Live the truth.
The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior -- great stories. With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You'll discover how: Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray ; Marketers have become today's mythmakers, providing society with explanation, meaning, and ritual ; Memorable stories based on timeless themes build legions of eager evangelists ; Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world ; Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzz."
978-1-4221-4356-8
Marketing Consumers--Social aspects
Storytelling--Psychological aspects
Consumers--Psychology.
Social media
Winning the story wars : Why those who tell - and live - the best stories will rule the future / By Jonan Sachs. - Boston : Harvard Business Review Press, 2012. - viii, 264 p. ; 24 cm.
With hard- and supercover To Mira and Orion the stars that now guide me The book has a brochure
Notes: pp. 243-249; index: pp. 251-264
Cont.: Part one. The broken world of storytelling. The story wars are all around us -- The five deadly sins -- The myth gap -- Marketing's dark art -- Part two. Shaping the future. Interlude: a creation myth for marketers -- Tell the truth, part I: the art of empowerment marketing -- Basic training: identifying your values -- Tell the truth, part II: the hero's journey -- Basic training: designing your core story elements -- Be interesting: freaks, cheats, and familiars -- Basic training: generating your stories -- Live the truth.
The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior -- great stories. With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You'll discover how: Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray ; Marketers have become today's mythmakers, providing society with explanation, meaning, and ritual ; Memorable stories based on timeless themes build legions of eager evangelists ; Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world ; Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzz."
978-1-4221-4356-8
Marketing Consumers--Social aspects
Storytelling--Psychological aspects
Consumers--Psychology.
Social media