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Robert McKee

Storynomics

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Drawing on the experiences gained with his Storynomics seminars, Robert McKee — author of Story and Dialogue and Character — has teamed up with Tom Gerace to produce a work that is at once imaginative, innovative and inspirational. There has been a major change in the way brands connect with consumers. In the past, brand managers and chief marketing executives would find stories people loved and then interrupt their telling with advertisements. Today's consumers have tired of the ads and are blocking, skipping or avoiding them at unprecedented rates. The consequences are that marketing professionals are finding it harder and harder to reach their customers. Some business leaders have recognised that storytelling is the future of marketing, and to succeed in an increasingly ad-free world, they must place `story' at the centre of their strategies. There is still some misunderstanding about story and how it can be used effectively. Robert McKee created the Storynomics seminars to show business leaders how to apply storytelling to their businesses, to drive revenue, margins and brand loyalty.
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Utgivningsår
2021
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Citat

  • Sergei Jdanovhar citeratför 5 år sedan
    The difference between data and story is this: Data lists what happened; story expresses how and why it happened. Data compiles facts by quantity and frequency; story reveals the causalities behind and beneath those facts. Story eliminates irrelevancies, concentrates on dynamic change, and then reshapes factual subject matter into a structure that links events into chains of cause and effect, played out over time.
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