STORYNOMICS : Story-Driven Marketing in the Post-Advertising World
Robert Mckee & Thomas GeraceWELL USED, HARDCOVER
RM18.00
Show How A well-crafted, Purpose-Driven Story Grabs Customer Attention, Engage Consumers Emotionally And Motivate Customers To Buy
2 in stock
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Description
★★ “Storynomics: Story-Driven Marketing in the Post-Advertising World,” provides a framework for telling impactful stories that compel people to buy what you’re selling.★★
Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee — Storynomics translates the lessons of storytelling in business into economic and leadership success. A brilliant book that’s destined to send shockwaves through the worlds of marketing and branding.
There has been a major change in the way brands connect with consumers. In the past, brand managers and chief marketing executives would find stories people loved and then interrupt their telling with advertisements.
Data is what is. Story is how and why what is, is. Story fits the human mind. It’s how the mind absorbs, sorts and structures reality. If you cannot see the world in story form, you cannot tell the story. You have to change the way you think, stop thinking things linearly, as in numbers and data, but think vertically in all layers. And from that context find the protagonist’s point of view and values.
Stories are the way in which our brains interpret the world around us, from dynamizing relationship with other people, to the way in which we interpret communications. Storynomics is the practice of applying this story arc to your business’s narrative.
Today’s consumers have tired of the ads and are blocking, skipping or avoiding them at unprecedented rates. The consequences are that marketing professionals are finding it harder and harder to reach their customers. Some business leaders have recognised that storytelling is the future of marketing, and to succeed in an increasingly ad-free world, they must place `story’ at the centre of their strategies.
There is still some misunderstanding about story and how it can be used effectively. Robert McKee created the Storynomics seminars to show business leaders how to apply storytelling to their businesses, to drive revenue, margins and brand loyalty.
In their new book, McKee and Gerace bring a whole new meaning to marketing, to displace old theories and practices with story-driven messages. Storynomics, the book, is essential reading for all serious professionals.
Robert McKee’s popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation.
“Storynomics,” by screenwriting expert Robert McKee and digital marketing expert Thomas Gerace, explains how the tenets of writing good fiction apply to a world in which people don’t want uninspiring interruptions from advertisers as they watch TV or read the news – they want to be told a story.
Drawing on the experiences gained with his Storynomics seminars, Robert McKee – author of Story: Substance, Structure, Style and the Principles of Screenwriting and Dialogue: The Art of Verbal Action for Page, Stage and Screen – has teamed up with Tom Gerace to produce a work that is at once imaginative, innovative and inspirational.
Now in Storynomics, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising. After successfully guiding organizations as diverse as Samsung, Marriott International, Philips, Microsoft, Nike, IBM, and Siemens to transform their marketing from an ad-centric to story-centric approach, McKee and Gerace now bring this knowledge to business leaders and entrepreneurs alike.
Drawing also from dozens of story-driven strategies and case studies taken from leading B2B and B2C brands, Storynomics demonstrates how original storytelling delivers results that surpass traditional advertising. How will brands and their customers connect in the future? Storynomics provides the answer.
As traditional advertising wanes, branding and marketing experts Robert McKee and Thomas Gerace show how a well-crafted, purpose-driven story grabs customer attention. Stories engage consumers emotionally and motivate them to buy. Using software tools and platforms, businesses can track the effectiveness of their storytelling techniques to determine which approaches provide the best outcomes.
Both authors of “Storynomics” concluded that, according to researchers, the mind processes real things a person has experienced and stories they’ve seen or heard very similarly in terms of the lasting lessons the person learns from those situations. That means that marketers, through good purpose-driven stories, have immense power to affect the way people see the world and the choices they make as consumers.
Don’t miss your opportunity to harness that power.
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About the Author
Robert McKee, a Fulbright Scholar, is the world’s most sought-after lecturer in the art of story. Over the last 30 years, he has mentored screenwriters, novelists, playwrights, poets, documentary makers, producers, and directors. McKee alumni include over 60 Academy Award winners, 200 Academy Award nominees, 200 Emmy Award winners, 1000 Emmy Award nominees, 100 Writers Guild of America Award winners, and 50 Directors Guild of America Award winners.
Thomas Gerace is the founder and CEO of Skyword, a leading content marketing platform and services company serving brands including Samsung, Philips, Mastercard, IBM, GE, Colgate, and HP. A pioneer in digital marketing, Gerace has helped hundreds of marketing teams to adapt and thrive amid constant disruptive changes in technology and consumer behavior over two decades.
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