Winning the Story Wars

Winning the Story Wars

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Trying to get your message heard? Build an iconic brand? Welcome to the battlefield. 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. Youa€™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 todaya€™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 Winning the Story Wars is a call to arms for business communicators to cast aside broken traditions and join a revolution to build the iconic brands of the future. It puts marketers in the role of heroes with a chance to transform not just their craft but the enterprises they represent. After all, success in the story wars doesna€™t come just from telling great stories, but from learning to live them.It puts marketers in the role of heroes with a chance to transform not just their craft but the enterprises they represent. After all, success in the story wars doesna€™t come just from telling great stories, but from learning to live them.


Title:Winning the Story Wars
Author:Jonah Sachs
Publisher:Harvard Business Press - 2012
ISBN-13:

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