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

by Robert McKee, Thomas Gerace

Overview

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:	9781455541973
Publisher:	Grand Central Publishing
Publication date:	03/20/2018
Sold by:	Hachette Digital, Inc.
Format:	eBook
File size:	14 MB
Note:	This product may take a few minutes to download.

About the Author

Robert McKee, a Fulbright Scholar, is the world's most sought-after lecturer in the art of story. Over the last 30 years, he has mentored screenwriters, novelists, playwrights, poets, documentary makers, producers, and directors. McKee alumni include over 60 Academy Award winners, 200 Academy Award nominees, 200 Emmy Award winners, 1000 Emmy Award nominees, 100 Writers Guild of America Award winners, and 50 Directors Guild of America Award winners.

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

Editorial Reviews

PRAISE FOR STORYNOMICS AND ROBERT MCKEE

"Essential reading for any company looking to build a loyal audience through great storytelling."—Simon Mulcahy, Chief Marketing Officer, Salesforce

"Storynomics should be required training for every marketer — regardless of level or industry. It is truly a special treat to learn from these masters of storytelling."—David Beebe, Emmy-winning Producer, Brand Storyteller; Former VP, Global Creative and Content Marketing & Founder of Marriott Content Studio, Marriott International

"We have worked with Robert McKee for over five years and his Storynomics techniques have opened the door to our innovation and growth. A must read!"—Robert J. DeKoch, President & COO, The BOLDT Company

"If you want a clear and concise look at how modern brands are connecting with their customers today, Storynomics is it."—Brian Moody, Executive Editor, Autotrader

"Some look at recent upheavals in the marketing landscape and see shrinking opportunities, rising costs, and distracted, indifferent audiences. Storynomics is written for another group: those who see in these changes an opportunity to tell a deeper, more personal story to their audiences."—Pat Partridge, Chief Marketing Officer, Western Governors University

"McKee is the world's best-known and most respected lecturer of Storytelling Arts."—Wall Street Journal

"McKee and Gerace are storytelling whizzes who give great advice and great supporting stories. Their tips and recommendations are simple to follow with a step-by-step methodology."—Eduardo Arteaga, AVP of Digital Marketing, US Bancorp

"Between ad blockers, skippable commercials, and everything in between, marketers need to evolve to market in a form that is accepted by potential customers. Storynomics provides a blueprint marketing strategy that helps you connect to your audience in a meaningful way."—Jessica Snavely, Director Performance Marketing, Automattic

From the Publisher