Winning the Story Wars
Why Those Who Tell (and Live) the Best Stories Will Rule the Future
Trying to get your message heard? Build an iconic brand?
Welcome to the battlefield.
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
Winning the Story Wars is a call to arms for business communicators to cast aside broken traditions and join a revolution to build the iconic brands of the future. It puts marketers in the role of heroes with a chance to transform not just their craft but the enterprises they represent. After all, success in the story wars doesn’t come just from telling great stories, but from learning to live them.
Sachs, cofounder of Free Range Studios, is on a mission to leverage the power of ancient myth and storytelling for the kind of marketing that inspires not just brand loyalty but devotion. After his early success with viral videos Grocery Store Wars and The Meatrix, Sachs became fascinated with how stories that have shaped culture all share a common theme: "people reaching for their highest potential and struggling to create a better world." Successful brands, entertainment, and political messages, he argues, can all be created by understanding this formula. Sachs frames this messaging in idealistic terms, casting the successful marketer as a person on a mythical hero's journey. Glenn Beck's blustering, Dove's Real Beauty campaign, and Obama's Yes We Can mantra are all referenced as successful marketing "myths." Sachs is full of ideas and strategies to help readers give their brands the rare, compelling story that will raise their message above the melee of advertising noise. Despite the occasionally lofty tone, the ideas are powerful and solid, and will make inspiring reading for marketing professionals looking to set their stories apart.
There's Hope for Narrative After All
Winning The Story Wars not only dissects the ancient art form of telling a great story, but emphasis the power of social change that each of us embodies. In a digital age when many of the stories we digest lack values of a higher calling, author Jonah Sachs prompts readers to take responsibility for creating new myths, heroes, & ultimately morals to live by. The dual appeal to this book is that both creative & business-savvy people can gain insight on not only how to build a successful brand, but a better future for our planet.