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

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

9781422143568 (alk. paper)
1422143562 (alk. paper)

Boston, Mass. : Harvard Business Review Press, [2012]

©2012

English

viii, 264 pages : illustrations ; 24 cm

HF5415 .S223 2012

658.8/02

"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.

Includes bibliographical references (p. 241-249) and index.

On-Campus Resources > Books
All Resources