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Winning the Story Wars: Why Those Who Tell - And Live - The Best Stories Will Rule the Future (Englisch) Audio-CD – Audiobook, Juli 2013

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  • Audio CD
  • Verlag: Brilliance Corp; Auflage: Unabridged (Juli 2013)
  • Sprache: Englisch
  • ISBN-10: 1469208474
  • ISBN-13: 978-1469208473
  • Größe und/oder Gewicht: 12,7 x 1,9 x 14 cm
  • Durchschnittliche Kundenbewertung: 3.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: Nr. 256.459 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)

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"Story Wars is a thorough guide for the novice or even practiced storytellers in all of us. Sachs offers story structures, ways of thinking about characters and messages. He pulls artfully from recent brand successes from companies including Nike and Apple. And he tells a few good stories along the way." -- Forbes "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... the ideas are powerful and solid, and will make inspiring reading for marketing professionals looking to set their stories apart." -- Publishers Weekly "In this timely, practical, perceptive, and thought-provoking book, Sachs (CEO, Free Range Studios) does a remarkable job trumpeting storytelling as a means by which people can effectively influence others." -- CHOICE "The book is an interesting blend of marketing and advertising history, mythology, and psychology that pulled me in and kept me turning the pages... the eye-catching illustrations of Drew Beam. Beam's artwork combined with Sachs's writing style kept me glued to the pages... this one has earned a place on my bookshelf and a noteworthy position on my leadership development reading list." -- T+D magazine, American Society for Training & Development "This fast-paced entertaining book takes on storytelling from the POV of a 24/7 information culture and shares the strategies and tactics that fuel today's most compelling content." -- Ketchum PR, On the Bookshelf: New Year Reads "Sachs offers a step-by-step guide to corporate storytelling, showing how brands can use recognisable characters, such as "freaks, cheats and familiars" to create instantly relatable campaigns...Marketers who are able to define the core values of a brand then use them to engage the target audience in a compelling, relatable story are the ones who will thrive in the new media landscape of the "digitoral" age." -- Warc "His investigation also unveiled a process to help others create winning stories that he shares with great depth and charm in this book." -- 800 CEO READ "To influence this brave new world, first convince the global media marketplace of your story. The better the story, the better chance of making people think differently." -- Quantas magazine "In the often superficial, deceptive world of marketing and advertising, social innovator Jonah Sachs is an individual with a conscience...Sachs's engaging work is a call to arms for anyone who works to influence consumer choices." -- getAbstract ADVANCE PRAISE for Winning the Story Wars: Dan Heath, coauthor, Switch and Made to Stick-- "Jonah Sachs knows stories. He's responsible for some of the most popular and respected viral messages of all time: The Story of Stuff, The Meatrix, Grocery Store Wars, and others. This book is a storytelling call to arms, an appeal to tell the stories that matter. So read Winning the Story Wars--and join the fray." Nick Coe, CEO, Bath & Body Works; former President, Land's End-- "History is written by the winners. And as Jonah Sachs makes abundantly clear, it is now being written by the marketers, the new mythmakers of our time. Whatever your product or your cause, if you want it to succeed, read this wise and enlightening book." Kumi Naidoo, Executive Director, Greenpeace International-- "Winning the Story Wars will convince you that storytelling is the most powerful way to move people to action. And it will teach you to use that power to orient our world to a more positive future. If you're ready to be a great storyteller, read this book." Deepak Chopra, founder, The Chopra Foundation-- "Great leaders transform the world through stories that inspire hope, stability, trust, compassion, and authenticity. This important and thought-provoking book shows that leadership in marketing will require the living and telling of such stories as well." Bill Bradley, former US Senator; Managing Director, Allen & Company-- "We know about who we are both individually and as a society through stories. In this brilliant book, Jonah Sachs tells us how we lost our storytelling capacity and how we must regain it, constructing our own myths and living the truth of the stories we tell." Paul Hawken, author, The Ecology of Commerce and Blessed Unrest-- "In the current maelstrom of media babble and corporate deceit, Jonah Sachs makes sense where none appears to exist. Winning the Story Wars explains why we respond to lies--whether in political or product ads, campaigns or speeches--and how truth ultimately trumps all. This remarkable book delivers on that rare promise of changing how you see the world." -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

Über den Autor und weitere Mitwirkende

About the Author: Jonah Sachs. As the cofounder and CEO of Free Range Studios, Sachs has helped hundreds of major brands and causes break through the media noise with unforgettable campaigns. His work on renowned viral videos including The Meatrix and The Story of Stuff have 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's 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. About the Illustrator: Drew Beam Drew Beam is the Innovation Director at Free Range Studios, where he helps clients see the future and leap into it. After earning his BFA at Rhode Island School of Design (RISD), Beam built a successful career creating visuals and innovation strategies for dozens of Fortune 500 companies. His illustrations have been published by Time Warner Books, Penguin Books, and Rolling Stone magazine, to name just a few. -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

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Format: Audio CD Verifizierter Kauf
Ich habe die Story Wars als Empfehlung eines Referenten in einem Storytelling Kurs bestellt.
Die CDs kann man gut nebenher hören und trotzdem einiges mitnehmen. Aber hier liegt vielleicht auch die Krux, es ist eher leichte Kost und wiederholt die klassichen Insights aus der Welt des Storytelling kombiniert mit Archetypen. Was man mitnehmen kann sind ein paar gute Fallbeispiele und Grundlagen einer guten Geschichte. Ich habe in dem Bereich allerdings schon vieles gelesen und hätte mir etwas mehr Neuheitswert und praktische Anwendungsbeispiele gewünscht. Was bei Amerikanern außerdem immer auffällt ist der Hang zur Wiederholung. Das soll der Einprägsamkeit dienen, nervt aber teilweise auch etwas. Also, alles in allem war das Buch okay, aber nicht weltbewegend.
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Die hilfreichsten Kundenrezensionen auf (beta) 71 Rezensionen
46 von 49 Kunden fanden die folgende Rezension hilfreich
Good but .... 29. Dezember 2012
Von Joan Zott - Veröffentlicht auf
Format: Kindle Edition Verifizierter Kauf
I've now read two important books on the subject of story-based branding: StoryWars by Jonah Sachs and StoryBranding by Jim Signorelli. Both take different paths but have the same moral: successful brands should draw from the way stories can empower audiences.

Whereas Sach's book is replete with beautiful air-brushed drawings and is well laid out, Signorelli's book uses whimsical cartoons that can be distracting. Furthermore, the cartoons themselves give one the sense that this book is too simple. Simple yes, but powerful nevertheless. In fact, putting looks aside, I favor StoryBranding for its approach.

Sach's approach is testimony to how verbosity can get in the way of interest and meaning. At times, while reading about the supposed learnings one can glean from religious or well-known tales, I found myself thinking hard to understand the point. At times, I had to let go hoping that things would get clarified with more reading. Signorelli's staright-forward, and sometimes humorous, self-deprecating style is in stark contrast with Sach's. Wheras Sach's writes more from the clouds down. Signorell writes from the ground up. Additionally, at times, I felt that Sach's was also interjecting his liberal political philosophies. Whereas he tries to hide how he feels about Glen Beck in his first chapter, its an obvious all-too-obvious "get back" for some not-so-flattering comments Beck made about one of his videos.

Another interesting contrast is seen in the different ways each author portrays the hero of a brand's story. Sach's subscribes to the notion that the hero is always the consumer. He sees the role of the brand as more of a mentor or advisor who is interested in showing the consumer how to overcome certain conflicts on route to his or her goal. Signorelli, on the other hand, suggests that the brand is always the hero. He believes that like any story protagonist, brands are judged by their actions and evaluated either positively or negatively on the basis of implied values and beliefs deduced from those actions. Both models are illuminating. But I personally think it is easier to think of the brand as hero, made up of layers, as Signorelli describes.

Signorelli asserts that a brand's outer layer consists of its functional attributes and benefits. It's inner layer consists of the values and beliefs the brand implicitly subscribes to and shows how both layers must be interconnected in order to gain consumer credibility. Sach's book over emphasizes the intangible aspects of a brand that are important for the purpose of making an emotional connection. He does very little to recognize that a brand must provide some important functional benefits and these too must be promoted. Additionally, the StoryBranding model focuses on obstacles that the brand must overcome in order to establish a trusted relationship with the consumer. On the other hand, Story Wars does not account for these obstacles. Rather, throughout, it is assumed that the consumer is ready and willing to listen to the whatever the brand proposes as a way to become "empowered" just as long as what the brand represents is a shared belief. There is no accounting for any baggage or bad-feelings residue that might stand in the way of the consumer listening to and/or believing anything the brand has to say.

Don't get me wrong, Story Wars is a good book and an enjoyable read. By itself it is a terrific contribution to the burgeoning field of brand storytelling. It also provides some good "how to" advice, which is sorely lacking from many books of this genre. But had I not read Signorelli's book, I might have given Sach's a better rating. For marketers, it is worth noting that StoryBranding is written from the experience of an advertising professional. All of the examples given are from real world marketing situations. StoryWars is written by a highly successful advocate of social issues. Whereas marketing examples are provided, it is clear that Sachs has probably promoted more social causes than consumer brands. I would highly recommend reading both books, but if you're wanting to get to the meat of the matter in a simple, understandable and practical way, I would choose StoryBranding over Story Wars. Just don't pay any attention to the silly drawings.
8 von 8 Kunden fanden die folgende Rezension hilfreich
Great read for non-marketers as well 5. November 2012
Von M. Albinson - Veröffentlicht auf
Format: Gebundene Ausgabe
I am not a professional marketer but picked up Story Wars anyway and enjoyed it. Sachs looks at various ad campaigns and suggests that campaigns which can tap into our human preference for a narrative are the ones that will succeed in influencing our actions. And in today's hyper-saturated media markets it is those campaigns alone which will be effective while others will be drowned out.

As a non-marketer myself it was interesting to recall the various ad campaigns in the book and think about which ones had, in fact, reached me and others which had not. But Sachs takes it a step further encouraging marketers to employ his story telling technique (or really, to fight the Story Wars) not just so that they might reach more consumers but also so that the entire discourse of marketing might reach a higher plane. This was a marketing book with a greater message about personal authenticity and truth to self that I found very rewarding to read. Highly recommended.
2 von 2 Kunden fanden die folgende Rezension hilfreich
Storytelling - the new currency of influence 7. August 2012
Von John Chancellor - Veröffentlicht auf
Format: Gebundene Ausgabe
For centuries storytelling was the way information was passed from one person to the next. Storytelling was used to persuade, teach, inform and influence. Then advertisers and marketers discovered the power of "inadequacy marketing" to create demand for their products/services. We have all been exposed to inadequacy marketing. It is what motivated us to buy the next best and biggest thing - so we could keep up with our neighbors/friends/the Joneses.

But inadequacy marketing is starting to lose its potency. We have come to realize that the products/services which promised to fulfill our inadequacies did not. We are beginning to doubt the experts which have pushed us to buy/use things simply based on their recommendations.

There is no question that inadequacy marketing - marketing that tells us we have a need and then sells us a product to fill that need - is still around. It has been the mainstay of marketing for recent times. But with the rise of social media, the playing field has been titled. We have become very cynical. We are exposed to more and more advertising and as a result are becoming much better out tuning out the messages trying to create a need based on some perceived inadequacy.

It is important to realize and understand that what has the power to influence consumers - for products/services/ideas/ideologies is changing. More and more we want to feel like we are part of the story. We no longer want or are willing to listen to and take action on one way messages. We want some control over what we do and what happens in our lives. We want to be the hero in our own story.

So what is the alternative to "inadequacy marketing"? According to Jonah Sachs, the author of Winning the Story Wars, it is "empowerment marketing". We want to feel empowered. We want to be an active participant in shaping and molding our world.

Therefore advertisers/marketers - anyone who wants to teach, influence, persuade others need to master the tools of empowerment marketing. They need to master the art of storytelling.

This book gives you a step by step process for crafting and telling a great story. While the book goes very deep in explaining what to do and how to do it, it does represent a huge shift for most people seeking to influence others. It will take a shift in your thinking - and it is not always easy to find the correct approach. There are plenty of examples in the book talking about the time, effort and energy required to craft the right story. But the rewards are huge. If you use a good story, you will stand out from the crowd and your story will connect with people on a much deeper level.

This book represents a major shift in thinking for those seeking to influence others. While there is a step by step process, having great influence is not easy or automatic. But fortunately with this book, you have a great guide.

A very important work to help you craft your story and enhance your influence with your audience.
2 von 2 Kunden fanden die folgende Rezension hilfreich
How to communicate in a compelling manner 19. Juli 2012
Von John Gibbs - Veröffentlicht auf
Format: Kindle Edition Verifizierter Kauf
By shifting gears away from the now-dysfunctional approaches of the past, marketers have the chance to reshape the media marketplace, orienting it to stories that have always worked in the oral tradition--those that call people to higher purpose--according to Jonah Sachs in this book. We now live in an age of "story wars", in which the ability to dream up and spread solutions to the world's problems depends on the ability to tell great stories that inspire people to think differently.

The era dominated by print and traditional television media is in decline and being replaced by the "Digitoral" era, featuring a "digital" culture that has revived key elements of "oral" traditions. A successful marketing message is now a compelling story which gets passed from listener to listener. But there are five deadly sins which must be avoided: vanity, authority (relying on the facts without making an emotional connection with the audience), insincerity, puffery and gimmickry.

A good story uses elements from the shared myths that hold societies together, including: symbolic thinking; story, explanation and meaning; and ritual. Effective marketers are those who create new myths, and these can be used for good or for bad. Inadequacy marketing, which involves creating anxiety and the introducing a magic solution, tends to be harmful, whereas empowerment marketing tends to be beneficial.

The book includes a number of Basic Training segments, which provide the reader with detailed ideas on how to find values for a brand, how to define your core story elements, and how to generate your stories. Although the book is directed particularly to marketing professionals, it contains guidance which will be helpful for anyone who wants to communicate a message in a compelling manner. As a reader who is not a professional marketer I was not completely comfortable with all of the author's approach and advice, but I found the book as a whole to be well-written and helpful.
5 von 6 Kunden fanden die folgende Rezension hilfreich
We are the Hero! 1. August 2012
Von The JD Club - Veröffentlicht auf
Format: Gebundene Ausgabe Verifizierter Kauf
Jonah has given us a great book. First, it's fun. Second, it's deeply insightful. Third, it's practical. Jonah incorporates scholarship, scripture and a host of examples from familiar marketing campaigns to show us how to craft a powerful story that resonates with symbols buried in our myth-laden minds.

Jonah shows how modern day marketers now play the role of the ancient myth-maker, whose stories have framed our reality throughout the ages. He explains how this myth-structure in our mind is encoded genetically. He then reveals the landscape of archetypes at the base of our perception.

For marketers, this book will deepen your understanding of the elements of success in your trade. For the layman, it will help you to understand why we feel inspired by certain ideas and not others. Equipped with this book, anyone can assert greater control over his or her own real life story.

To Jonah, success in marketing is certainly an issue of dollars and cents, but it's also much more than that. The marketer is engaged in the struggle for the very soul of our civilization - a soul yearning for new stories that empower us to face serious global challenges with the strength and courage of the epic hero. Jonah reveals that we are hero!

I would encourage everyone to try this book.
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