Winning the story wars : why those who tell--and live--the best stories will rule the future / Jonah Sachs.

Format:

Book

Author/Creator:

Sachs, Jonah, author.

Contributor:

Todd and Elizabeth Donovan Endowed Fund For Television and Broadcast Media.

Language:

English

Subjects (All):

Marketing--Social aspects.

Marketing.

Storytelling--Psychological aspects.

Storytelling.

Consumers--Psychology.

Consumers.

Social media.

Personal Narratives as Topic.

Advertising.

Social Media.

Narration.

Anecdotes as Topic.

Medical Subjects:

Marketing.

Personal Narratives as Topic.

Advertising.

Social Media.

Narration.

Anecdotes as Topic.

Physical Description:

viii, 264 pages : illustrations ; 25 cm

Place of Publication:

Boston, Massachusetts : Harvard Business Review Press, [2012]

Summary:

"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."--Publisher.

Contents:

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.

Notes:

Includes bibliographical references and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Todd and Elizabeth Donovan Endowed Fund For Television and Broadcast Media.

ISBN:

9781422143568

1422143562

OCLC:

744289992