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Winning the Story Wars

Why Those Who Tell (and Live) the Best Stories Will Rule the Future

Does your brand tell a story?
In "Winning the Story Wars," globally recognized storyteller, designer and entrepreneur Jonah Sachs argues that only those brands that tell "values-driven stories" through the "right" channels will revolutionize marketing. Above that, they may become humanity's greatest hope for the future.
It's no surprise that most of today's marketing messages are swallowed up in a flood of noise the minute they hit the market, with thousands of ads and emails hitting each recipient on a weekly basis. And those recipients, empowered by social media tools and on-demand viewing, will ignore you in favor of something they'd prefer to seek out themselves. Sachs cites a quote from the former advertising chief at Macy's and Citigroup to emphasize this point: "The irony is that while there have never been more ways to reach consumers, it's never been harder to connect with consumers."
For those of us who not only want to be heard, but need to be heard to create a better future--the time has come to cross the chasm with the only strategic approach that has ever really worked: telling great stories.
In "Winning the Story Wars," Sachs systematically breaks down how communicators can go beyond the sell by creating stories that inspire people not just to listen, but to proselytize. The President and co-founder of Free Range Studios, Sachs has been a David among Goliaths helping hundreds of for-profit and non-profit organizations rise above the din with campaigns built around the internal structures of ancient myth. Even with a modest budget, his first two viral media efforts--The Meatrix and Store Wars--alone yielded forty million viewers. Drawing on the wisdom of Carl Jung and Joseph Campbell, Sachs will guide readers to harness myth-making powers of their very own. Weaving prescriptive tools throughout the book, Sachs will help communicators:
- Identify and learn the best myth structures at work today
- Find a tight-knit audience of evangelists to spread the word
- Foster the image of their audience as potential heroes
- Watch the message take on a life of its own
This book will speak to the message-makers in any type of company or organization. The Story Wars have long been underway, now it's time for heroic communicators to turn the tides away from simple selling, and towards real inspiration.

Portrait
About the Author: Jonah Sachs. As the cofounder and CEO of Free Range Studios, Sachs has helped hundreds of major brands and causes break through the media noise with unforgettable campaigns. His work on renowned viral videos including The Meatrix and The Story of Stuff have brought key social issues to the attention of more than sixty-five million people online. A constant innovator, his studio's websites and stories have taken top honors three times at the South by Southwest Interactive Festival. Sachs's work and opinions have been featured in a variety of media, including the New York Times, NPR, and Fast Company magazine, which named him one of its fifty most influential social innovators. About the Illustrator: Drew Beam Drew Beam is the Innovation Director at Free Range Studios, where he helps clients see the future and leap into it. After earning his BFA at Rhode Island School of Design (RISD), Beam built a successful career creating visuals and innovation strategies for dozens of Fortune 500 companies. His illustrations have been published by Time Warner Books, Penguin Books, and Rolling Stone magazine, to name just a few.
Zitat
""Story Wars" is a thorough guide for the novice or even practiced storytellers in all of us. Sachs offers story structures, ways of thinking about characters and messages. He pulls artfully from recent brand successes from companies including Nike and Apple. And he tells a few good stories along the way." -- "Forbes" "Sachs is full of ideas and strategies to help readers give their brands the rare, compelling story that will raise their message above the melee of advertising noise... the ideas are powerful and solid, and will make inspiring reading for marketing professionals looking to set their stories apart." -- "Publishers Weekly" "In this timely, practical, perceptive, and thought-provoking book, Sachs (CEO, Free Range Studios) does a remarkable job trumpeting storytelling as a means by which people can effectively influence others." -- CHOICE "The book is an interesting blend of marketing and advertising history, mythology, and psychology that pulled me in and kept me turning the pages... the eye-catching illustrations of Drew Beam. Beam's artwork combined with Sachs's writing style kept me glued to the pages... this one has earned a place on my bookshelf and a noteworthy position on my leadership development reading list." -- "T+D" magazine, American Society for Training & Development "This fast-paced entertaining book takes on storytelling from the POV of a 24/7 information culture and shares the strategies and tactics that fuel today's most compelling content." -- Ketchum PR, On the Bookshelf: New Year Reads "Sachs offers a step-by-step guide to corporate storytelling, showing how brands can use recognisable characters, such as "freaks, cheats and familiars" to create instantly relatable campaigns...Marketers who are able to define the core values of a brand then use them to engage the target audience in a compelling, relatable story are the ones who will thrive in the new media landscape of the "digitoral" age." -- Warc
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Einband gebundene Ausgabe
Seitenzahl 288
Erscheinungsdatum 10.07.2012
Sprache Englisch
ISBN 978-1-4221-4356-8
Verlag Harvard Business Review Press
Maße (L/B/H) 239/157/27 mm
Gewicht 596
Abbildungen mit Illustrationen
Buch (gebundene Ausgabe, Englisch)
25,99
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