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.
|Publisher:||Grand Central Publishing|
|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
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
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