Learn the key ideas of the book by R. Mckee , T. Gerace

Storynomics

Story-driven marketing in the post-advertising world

Storynomics analyzes the profound transformation that marketing is undergoing, and the consequent decline of traditional advertising. This transformation is driven by newly emerging technologies that are changing the public's perception. Previously, the public may have been attracted to mechanisms that took advantage of the rational and emotional systems, by using "push" techniques. However, modern consumers want to be seduced and delighted by "storytelling", which uses "pull" techniques. Robert McKee and Thomas Gerace share the secrets to telling a successful story.

Storynomics
Read in 15 min.
Listen in 18 min.

Many useful tips to:

  • Enable those who work in marketing to discover new global trends.
  • See how advertising will change in the coming years.
  • Help those who are passionate about stories discover how they are told.

The author of the book:

Robert McKee is one of the most recognized creative-writing teachers in the world. He is the author of Story, Substance, Structure, Style and the Principles of Screenwriting, a work considered "the Bible" by film and television writers. His articles and interviews have appeared in numerous newspapers and magazines around the world, such as "The New Yorker", "Vanity Fair", "New York Times", "Washington Post", "Figaro", "Süddeutsche Zeitung", "Harvard Business Review", "Wall Street Journal", "Guardian" and "Fast Company".

Thomas Gerace is the founder and CEO of Skyword, the leading content marketing platform that services companies such as Samsung, Philips, Mastercard, IBM, GE, Colgate, and HP. He is a pioneer of digital marketing and for over two decades he has helped hundreds of marketing teams adapt to changes and to the continuing evolution of technology.

IDEA CHIAVE 1/17

The marketing crisis and the beginning of the revolution

More and more consumers are moving away from advertising-dominated media. With the consolidation of new technologies, marketing is undergoing a profound transformation and traditional advertising will soon be a thing of the past. We are moving from "push" techniques, which "force" advertising onto the user, to "pull" methods that attract them through stories.

  

The key ideas of "Storynomics"

01.
The marketing crisis and the beginning of the revolution
02.
The birth of marketing and its evolution throughout history
03.
Years of misleading stories have changed consumers
04.
How to create a story
05.
How to present a story's structure
06.
The 8 stages that make up a story
07.
The difference between purpose-told stories and narrative stories
08.
The role of the Chief Marketing Officer
09.
The 5 grand genres of a story
10.
Storified advertisement
11.
The traits of successful campaigns
12.
The use of artificial intelligence to aid our stories
13.
Stories in the B2B world
14.
Marketing tools
15.
Storytelling in the future
16.
Quotes
17.
Take-home message
 
 
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