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Winning the Story Wars: Why Those Who Tell-And Live-The Best Stories Will Rule the Futureby Jonah Sachs
Synopses & Reviews
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. Youll 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 todays 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 doesnt come just from telling great stories, but from learning to live them.
"Sachs, cofounder of Free Range Studios, is on a mission to leverage the power of ancient myth and storytelling for the kind of marketing that inspires not just brand loyalty but devotion. After his early success with viral videos Grocery Store Wars and The Meatrix, Sachs became fascinated with how stories that have shaped culture all share a common theme: 'people reaching for their highest potential and struggling to create a better world.' Successful brands, entertainment, and political messages, he argues, can all be created by understanding this formula. Sachs frames this messaging in idealistic terms, casting the successful marketer as a person on a mythical hero's journey. Glenn Beck's blustering, Dove's Real Beauty campaign, and Obama's Yes We Can mantra are all referenced as successful marketing 'myths.' Sachs is full of ideas and strategies to help readers give their brands the rare, compelling story that will raise their message above the melee of advertising noise. Despite the occasionally lofty tone, the ideas are powerful and solid, and will make inspiring reading for marketing professionals looking to set their stories apart. Agent: Joy Tutela, David Black Literary Agency. (July)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
Does your brand tell a story?
In Winning the Story Wars, globally recognized storyteller, designer and entrepreneur Jonah Sachs argues that only those brands that tell values-driven stories through the right channels will revolutionize marketing. Above that, they may become humanitys greatest hope for the future.
Its no surprise that most of todays marketing messages are swallowed up in a flood of noise the minute they hit the market, with thousands of ads and emails hitting each recipient on a weekly basis. And those recipients, empowered by social media tools and on-demand viewing, will ignore you in favor of something theyd prefer to seek out themselves. Sachs cites a quote from the former advertising chief at Macys and Citigroup to emphasize this point: The irony is that while there have never been more ways to reach consumers, it's never been harder to connect with consumers.”
For those of us who not only want to be heard, but need to be heard to create a better future—the time has come to cross the chasm with the only strategic approach that has ever really worked: telling great stories.
In Winning the Story Wars, Sachs systematically breaks down how communicators can go beyond the sell by creating stories that inspire people not just to listen, but to proselytize. The President and co-founder of Free Range Studios, Sachs has been a David among Goliaths helping hundreds of for-profit and non-profit organizations rise above the din with campaigns built around the internal structures of ancient myth. Even with a modest budget, his first two viral media efforts—The Meatrix and Store Wars—alone yielded forty million viewers. Drawing on the wisdom of Carl Jung and Joseph Campbell, Sachs will guide readers to harness myth-making powers of their very own. Weaving prescriptive tools throughout the book, Sachs will help communicators:
Identify and learn the best myth structures at work today
Find a tight-knit audience of evangelists to spread the word
Foster the image of their audience as potential heroes
Watch the message take on a life of its own
This book will speak to the message-makers in any type of company or organization. The Story Wars have long been underway, now it's time for heroic communicators to turn the tides away from simple selling, and towards real inspiration.
About the Author
Jonah Sachs is an internationally recognized storyteller, author, designer and entrepreneur. As the co-founder and creative director of Free Range Studios, Jonah has helped hundreds of social brands and causes rise above the media din with breakthrough campaigns. Jonahs work and opinions have been featured in The New York Times, The Washington Post, CNN, FOX News, Sundance Film Festival, NPR and in Fast Company magazine, which named him one of the 50 most influential social innovators.
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