Storynomics: Story-Driven Marketing in the Post-Advertising World

Storynomics: Story-Driven Marketing in the Post-Advertising World

by Robert Mckee, Thomas Gerace


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Storynomics: Story-Driven Marketing in the Post-Advertising World by Robert Mckee, Thomas Gerace

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.

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.

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 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.

Product Details

ISBN-13: 9781538727935
Publisher: Grand Central Publishing
Publication date: 03/20/2018
Pages: 272
Sales rank: 140,756
Product dimensions: 6.00(w) x 9.10(h) x 1.20(d)

About the Author

Robert McKee, a Fulbright Scholar, member of the Hollywood Hall of Fame, and winner of a Moving Image Book Award, is the world's most sought-after lecturer on the art of story. His articles and interviews have appeared in many newspapers and magazines around the globe, including The New Yorker, Vanity Fair, New York Times, Washington Post, Figaro, Sueddeutsche Zeitung, Harvard Business Review, Wall Street Journal, Guardian, and Fast Company. He has also been featured on CBS and CNN.

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.

Table of Contents

Acknowledgments ix

Introduction: The Marketing Crisis xv

Part 1 The Marketing Revolution

Chapter 1 Advertising, A Story of Addiction 3

Chapter 2 Marketing, A Story of Deception 19

Part 2 Story Creation

Chapter 3 The Evolution of Story 33

Chapter 4 The Definition of Story 45

Chapter 5 The Full Story 58

Chapter 6 The Purpose-Told Story 84

Part 3 Putting Story To Work

Chapter 7 Story and the CMO 127

Chapter 8 Storified Branding 133

Chapter 9 Storified Advertising 153

Chapter 10 Storified Demand and Lead Generation 160

Chapter 11 Building Audience 183

Chapter 12 Storified Sales 199

Chapter 13 Nomics 214

Conclusion: Tomorrow 219

Notes 225

Index 237

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