Winning the Story Wars: Why Those who Tell--and Live--the best Stories will Rule the Future
"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 mind...
שמור ב:
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| פורמט: | ספר |
| שפה: | אנגלית |
| יצא לאור: |
Boston, Massachesutts
Harvard Business Review Press
2012
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הוספת תג
אין תגיות, היה/י הראשונ/ה לתייג את הרשומה!
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| סיכום: | "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." |
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| תיאור פיזי: | viii, 264 p. |
| ISBN: | 9781422143568 |