Winning the story wars : why those who tell--and live--the best stories will rule the future / Jonah Sachs.
2012
HF5415 .S223 2012 (Mapit)
Available at General Collection
Items
Details
Title
Winning the story wars : why those who tell--and live--the best stories will rule the future / Jonah Sachs.
Author
Sachs, Jonah.
ISBN
9781422143568 (alk. paper)
1422143562 (alk. paper)
1422143562 (alk. paper)
Publication Details
Boston, Mass. : Harvard Business Review Press, c2012.
Language
English
Description
viii, 264 p. : ill. ; 24 cm.
Call Number
HF5415 .S223 2012
Dewey Decimal Classification
658.8/02
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.
Bibliography, etc. Note
Includes bibliographical references (p. 241-249) and index.
Record Appears in
On-Campus Resources > Books
All Resources
All Resources