Challenge Everything: The Battle Cry That Blew Sh*t Up And INVNTd Live Brand Storytelling

by Scott Cullather, Kristina McCoobery

Overview

In CHALLENGE EVERYTHING™ THE BATTLE CRY THAT BLEW SH*T UP AND INVNTd LIVE BRAND STORYTELLING™ Scott Cullather and Kristina McCoobery the husband and wife co-founders of INVNT™, the global live brand storytelling agency™ share their story of launching a scrappy start-up – at the beginning of a global recession – and evolving it into a fully fledged global agency business, discuss the power of live brand storytelling and provide tactics for incorporating it into wider marketing strategies, and reveal the next frontier of business success: predictive analytics.
So whether you’re a budding entrepreneur considering going out on your own, a business leader looking to take your company to the next level, or CMO eager to build your brand, this book will help you blow sh*t up and take your projects, partnerships, and performance to the next level.

Product Details

ISBN-13:	9781946633873
Publisher:	Advantage Media Group, Inc.
Publication date:	12/03/2019
Pages:	144
Product dimensions:	6.20(w) x 9.20(h) x 0.70(d)

About the Author

SCOTT CULLATHER is the Co-Founder and CEO of INVNT, the global live brand storytelling agency™. A recognized industry leader, over the last 30 years he has led teams in the design, production, and execution of hundreds of large-scale B2B and B2C brand experiences in over 40 countries, for dozens of the world’s leading brands, companies and trade organizations.

On a wild ride fueled by inspiration and grit, their plans fell apart and their vision came together more than once. Eleven years later and with a combined 50 years’ experience between them, they and a talented team of INVNTrs around the world have built the agency into one of the fastest-growing in the business, with a visionary culture, global offices, a powerhouse client list, and a stunning portfolio of game-changing work that’s incited audiences to take a stand, make a choice, and pick a side.

KRISTINA MCCOOBERY is the Co-Founder and COO of INVNT, the global live brand storytelling agency™. A passionate and pro-active mentor, Kristina has over 20 years of industry experience. Along with overseeing the award-winning agency’s operations, she manages some of INVNT’s largest accounts and longest-standing clients.

Table of Contents

Acknowledgments ix

Prologue: Tick Tick Tick Boom xi

Part 1 The Story

Chapter 1 Why Invnt? 1

Chapter 2 Why Live? 15

Chapter 3 Challenge Everything 27

Chapter 4 Secret Sauce: The Tribe 39

Part 2 The Work

Chapter 5 From Chaos To Clarity: The 7 Steps Of Invntion™ 59

Chapter 6 Performance Content And The Big Power Of Small Data 91

Chapter 7 Makers' Dozen 97

Epilogue: Fired/Acquired/Fired/Reacquired 105

About The Authors 119

Editorial Reviews

When I first met Scott and Kristina I was the marketing director for Mountain Dew. Now, thirteen years later, I realize how much the power of live storytelling benefited me throughout my entire career. There is nothing more powerful than a compelling story that is on brand, on message, but sticky. And boy do these two know how to craft stories like that.“ LAUREN HOBART PRESIDENT, DICK’S SPORTING GOODS

“My entire life I have played sports in front of live audiences. I fully appreciate the power that a live event, be it a championship game or an interaction between family members, has in connecting the world. Scott and Kristina capture this incredibly well in Challenge Everything. And their personal journey is a wild ride!“
MASON PLUMLEE
PROFESSIONAL BASKETBALL PLAYER DENVER NUGGETS

“I met Scott and Kristina two years before they launched INVNT and have watched them grow their business from day one. They understand, better than anyone, the importance of live events and the critical role they play in a brand’s narrative. In today’s digital economy the currency of “live” has increased exponentially. If you’re not reaching your constituents IRL (in real life) you’re missing the most impactful connection for your brand. Whether you’re growing a global business or creating a compelling brand story from scratch, you must read Challenge Everything - the most intuitive book on live narrative storytelling I have ever read.” MATTI LESHEM FOUNDER OF PROTAGONIST BRAND STRATEGY AND CO-FOUNDER AND CEO, WEIMARANER REPUBLIC PICTURES

From the Publisher