Storynomics. Marketing Based on Stories in a Post-Advertising World

Written by legendary guru Robert McKee in collaboration with Skyword CEO Tom Gerace, based on a world-renowned seminar, this book explains how to apply storytelling in business for achieving business and economic success. Among Robert McKee's students are dozens of... screenwriters who are holders of prestigious "Oscar" and "Emmy" awards. The foundation of his popular seminar is the unique book "A Million Dollar Story," dedicated to the art of storytelling. In the new book "Storynomics," McKee and digital marketing expert Tom Gerace offer a detailed "roadmap" for companies seeking to adapt in a context of sharply declining efficacy of traditional advertising models. Having successfully guided well-known companies like Samsung, Marriot International, Philips, Microsoft, Nike, IBM, and Siemens through the process of transitioning from advertising-driven to story-driven marketing, McKee and Gerace offer these unique practical insights to assist all business leaders and entrepreneurs. Drawing on examples from dozens of leading B2B and B2C brands employing storytelling-based marketing strategies, "Storynomics" clearly demonstrates how original storytelling delivers results far exceeding the effectiveness of traditional advertising. How will brands engage with their consumers in the near future? "Storynomics" answers this question.