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Storynomics: Story Driven Marketing in the Post-Advertising World
Robert McKee
Synopsis "Storynomics: Story Driven Marketing in the Post-Advertising World"
Storynomics - Story-Driven Marketing in the Post-Advertising World is a brilliant book that's destined to send shockwaves through the worlds of marketing and branding. Drawing on the experiences gained with his Storynomics seminars, Robert McKee - author of Story: Substance, Structure, Style and the Principles of Screenwriting and Dialogue: The Art of Verbal Action for Page, Stage and Screen - 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. In their new book, McKee and Gerace bring a whole new meaning to marketing, to displace old theories and practices with story-driven messages. Storynomics, the book, is essential reading for all serious professionals.
Nació en Detroit en 1941. Estudió Literatura Inglesa en la Universidad de Michigan y se doctoró en Artes Escénicas. Fue artista residente del National Theatre británico y actor y director en obras de Broadway. En 1979 se trasladó a Los Ángeles, donde empezó a escribir guiones y a trabajar para la United Artists y la NBC como revisor de guiones. En 1983, con una beca Fulbright, inició un seminario sobre guión en la Universidad del Sur de California, punto de partida de una carrera docente que le llevará por todo el mundo: de Geoffrey Rush a David Bowie, pasando por William Goldman, Julia Roberts, Kirk Douglas y Jane Campion, un gran número de personalidades ha asistido a sus seminarios. Sigue siendo consultor de proyectos para grandes productoras de cine y televisión como 20th Century Fox, Disney, Paramount y MTV, e incluso para empresas como Microsoft y organismos como la NASA. En 1999 su libro El guión. Story (1997), un éxito en todo el mundo publicado en esta misma colección, ganó en el Reino Unido el Premio de la Fundación Kraszna-Krausz al Mejor Libro sobre Imágenes en Movimiento. Asimismo es autor de El diálogo (2016) y El personaje (2022), ambos publicados en esta colección. Icono popular, ha sido personaje en la película El ladrón de orquídeas (2002) y en un capítulo de Los Simpson.
