Harvard Business Review Press
July 10, 2012
The story wars are all around us. There the struggle to be heard in a world of media noise and climber. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But if you 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, and which stories that matter rise above the fray
- Marketers have become today’s myth makers, 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 and building a better world
- Brands like Allspice, 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 the revolution to build the iconic brands of the future. It puts marketers in the role of heroes with the 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.
As the cofounder and CEO of Free Range Studios, Jonah Sachs has helped hundreds of major brands and causes breakthrough the media noise with unforgettable campaigns. His work on renowned viral videos including The Maetrix and The Story of Stuff has brought key social issues to the attention of more than sixty-five million people online. A constant innovator, his studio’s websites and stories have taken top honors three times at the South by Southwest Interactive Festival.
Sachs work and opinions have been featured in a variety of media, including the New York Times, NPR, and Fast Company magazine, which named him one of its fifty most influential social innovators.