Сториномика. Маркетинг, основанный на историях, в пострекламном мире

by Robert McKee, Роберт Макки, Том Джерас

Написанная легендарным гуру сторителлинга Робертом Макки в соавторстве с генеральным директором компании Skyword Томом Джерасом на основе всемирно известного семинара, эта книга объясняет, как применять сторителлинг в бизнесе для достижения делового и экономического успеха. Среди учеников Роберта Макки десятки сценаристов — обладателей престижных премий «Оскар» и «Эмми». В основе его популярного семинара лежит уникальная книга «История на миллион долларов», посвященная искусству создания историй. В новой книге «Сториномика» Макки совместно с экспертом по цифровому маркетингу Томом Джерасом предлагает подробную «дорожную карту» для компаний, стремящихся выжить в условиях резкого снижения эффективности традиционных рекламных моделей. Успешно проведя такие известные компании, как Samsung, Marriott International, Philips, Microsoft, Nike, IBM и Siemens, через процесс перехода от ориентированного на рекламу на ориентированный на истории маркетинг, Макки и Джерас предлагают эти уникальные практические знания в помощь всем бизнес-лидерам и предпринимателям. Опираясь на примеры десятков ведущих брендов в сфере B2B и B2C, использующих маркетинговые стратегии на основе сторителлинга, «Сториномика» наглядно показывает, как оригинальный сторителлинг обеспечивает результаты, намного превосходящие эффективность традиционной рекламы. Как бренды будут взаимодействовать со своими потребителями уже в обозримом будущем? «Сториномика» отвечает на этот вопрос.

Genres: Business, Writing, Nonfiction, Professional Development, Leadership, Communication, Entrepreneurship

280 pages, Unknown Binding

First published March 20, 2018

About the author

Robert McKee began his show business career at age nine playing the title role in a community theatre production of MARTIN THE SHOEMAKER. He continued acting as a teenager in theatre productions in his hometown of Detroit, Michigan. Upon receiving the Evans Scholarship, he attended the University of Michigan and earned a Bachelor's Degree in English Literature. While an undergraduate, he acted in and directed over thirty productions. McKee's creative writing professor was the noted Kenneth Rowe whose former students include Arthur Miller and Lawrence Kasdan.

After completing his B.A., McKee toured with the APA (Association of Producing Artists) Repertory Company, appearing on Broadway with such luminaries as Helen Hayes, Rosemary Harris and Will Geer. He then received the Professional Theatre Fellowship and returned to Ann Arbor, Michigan to earn his Master's Degree in Theatre Arts.

Upon graduating, McKee directed the Toledo Repertory Company, acted with the American Drama Festival, and became Artistic Director of the Aaron Deroy Theatre. From there he traveled to London to accept the position of Artist-In-Residence at the National Theatre where he studied Shakespearean production at the Old Vic. He then returned to New York and spent the next seven years as an actor/director in various Off-Broadway, repertory and stock companies.

After deciding to move his career to film, McKee attended Cinema School at the University of Michigan. While there, he directed two short films - A DAY OFF, which he also wrote, and TALK TO ME LIKE THE RAIN, adapted from a one-act play by Tennessee Williams. These two films won the Cine Eagle Award, awards at the Brussels and Grenoble Film Festivals, and various prizes at the Delta, Rochester, Chicago and Baltimore Film Festivals.

In 1979, McKee moved to Los Angeles, California where he began to write screenplays and work as a story analyst for United Artists and NBC. He sold his first screenplay, DEAD FILES, to AVCO/Embassy Films, after which he joined the WGA (Writers Guild of America). His next screenplay, HARD KNOCKS, won the National Screenwriting Contest, and since then McKee has had over eight feature film screenplays purchased or optioned, including the feature film script TROPHY for Warner Bros. In addition to his screenplays, McKee has had a number of scripts produced for such critically acclaimed dramatic television series as QUINCY, M.D. (starring Jack Klugman), COLUMBO (starring Peter Falk), SPENSER: FOR HIRE and KOJAK (starring Telly Savalas).

In 1983, McKee, a Fulbright Scholar, joined the faculty of the School of Cinema and Television at the University of Southern California (USC), where he began offering his now famous STORY SEMINAR class. A year later, McKee opened the course to the public and he now teaches the 3-day, 30-hour STORY SEMINAR to sold-out audiences around the world. From Los Angeles (where his course is only taught two times a year) to New York (two times a year) to Paris, Sydney, Toronto, Boston, San Francisco, Helsinki, Oslo, Munich, Singapore, Barcelona and 12 other film capitals around the world, more than 50,000 students have taken the course over the last 15+ years.

Through it all, McKee continues to be a project consultant to major film and television production companies, as well major software firms (Microsoft, etc.), news departments (ABC, etc.) and more. In addition, several companies such as ABC, Disney, Miramax, PBS, Nickelodeon and Paramount regularly send their entire creative and writing staffs to his lectures.

In 2000, McKee won the prestigious 1999 International Moving Image Book Award for his best-selling book STORY (Regan Books/HarperCollins). The book, currently in its 32nd printing in the U.S. and its 19th printing in the U.K., has become required reading for film and cinema schools at such top Universities as Harvard, Yale, UCLA, and USC, and was on the LOS ANGELES TIMES best-seller list for 20 weeks.

Reviews

[Kent Winward · Rating 3 out of 5]

This book suffers from something that plagues many business books: audience. Who is reading this book? Marketing departments of large corporations? Consumers? Small business owners? Artists? It mostly read like a text book for large corporate marketing departments who could really boost sales of the book, which is fine, but it certainly isn't a "post-advertising world" then, is it?

This book also failed at its basic premise of telling us a story. It tried, but failed. The story the book tried to tell was the transformation of paid advertising to whatever it is we are dealing with today, and the thing that will save us is the story. Yet, the book didn't follow the narrative arc in an engaging way, instead turning a large portion of the book into a first year creative writing English text on the elements of a story. Maybe that is what the MBA driven world needs, but not this English major so much.

That said, the basic premise of the book feels sound. Our marketing, in whatever form it takes, must tap into the human need for meaningful narratives, which is why we are all on Goodreads after all, isn't it?

[Shannon · Rating 4 out of 5]

As a non-writer content marketer I got a ton of value out of this book. I not only understand, but can presently see that the concepts in this book are completely accurate based on my own messaging. I am looking forward to shifting towards more storytelling marketing!

[May Ling · Rating 4 out of 5]

Summary: A more aggressive version of the ideas I also saw with Steven Stanek. I think I prefer Stanek's approach, although Mckee may have come first.

P. 30 I did not know 2/3rds of Millenials use ad-blocking software.
p. 38 - 8 powers that propel story (Self-Awareness, Other-awareness (includes empathy), memory, Intelligence, imagination, insight, correlation, and insight

p. 44 8 stages of story design. (target audience, subject matter, inciting incident, the object of desire, first action, first reaction, crisis choice, climatic reaction).

Other things to remember: Time, space, core values.

From there, the book has lots of great examples of companies. It also has a treatise on why a CMO can be great, i.e. if they execute messaging in a way that makes sales and drives the company together. I've always wondered about the CMO vs. the CRO/CEO/CSO. That was helpful. In this regard, it's intriguing he says that the best CEOs are CMOs. I'll go with it though.

Overall, it's got great details. I think there is something in the writing that hurts my head. Possibly it's b/c it's little things like using 8 points for everything, which is hard for the brain to follow. Not sure.

Also, I did like that he outright pitched companies in the book. Clever. A trip to learn from as a writer.

[Artak Aleksanyan · Rating 5 out of 5]

Ավանդական գովազդն այլևս չի աշխատում և չի աշխատում ոչ միայն Հայաստանում, այլև ամբողջ աշխարհում։ Ավելին, ավանդական եռյակը՝ հեռուստատեսությունը, ռադիոն և տպագիր մամուլն աստիճանաբար իրենց տեղը զիջում են առցանց մեդիային՝ գովազդային պատվերների և մուտքերի առումով։ Առցանց գովազդում էլ ավանդական բաներները, լինկերն այլևս չեն աշխատում։ Մարդկանց մոտ կա բաներային «կուրություն», երբ նրանք կայքի վրա չեն նկատում գովազդը։

Այդ դեպքում, ի՞նչն է աշխատում։ Պատմությունները,- պատասխանում են այս գրքի հեղինակները։ Ոչ թե պարզապես «գլուխգովան» պատմությունները, այլ ճիշտ հակառակը՝ անուղղակի, ավելի մարդկային, իր կառուցվածքում հերոս, դրամա, հանգուցալուծում պահանջող պատմությոնները, որոնք ապրանքանիշը կդարձնեն սիրելի բրենդ, խանութ գնալը՝ սոցիալական ակտիվություն, նորույթներին հետևելը՝ համայնքային պարտավորություն։

Ինչպես հասնել դրան՝ շատ հանրամատչելի, օրինակներով, գործիքներով և խորհուրդներով պատմում են Ռոբերտ Մակկին և Թոմ Ջերասը։

[Kelly Lynn Thomas · Rating 2 out of 5]

To me, this book came off as an Amazon- and Apple-worshipping corporate shill. Parts of it were useful, as the authors broke down the history of storytelling and the parts of storytelling in a way that I haven't seen before. But after that, it goes downhill, fast.

Perhaps it was my expectation that this was a book on content marketing and creating genuine connections with customers, but I found the focus on big budget commercials and billboards off-putting. The only real "content" marketing the authors touched on was Colgate's Dental Health center. Otherwise it was a lot of, "Jeff Bezos is so amazing because he banned Power Point presentations!" and "OMG the I'm a Mac commercials are SO INCREDIBLE!!!!!!!!!!! Don't you just love how they tell a story???????"

And thanks, but no.

[Nelson Zagalo · Rating 2 out of 5]

McKee é um dos maiores gurus do guionismo, por isso quando descobri que tinha feito um livro — "Storynomics: Story-Driven Marketing in a Post-Advertising World" (2018) — com um colega do marketing, Thomas Gerace, pensei que teríamos aqui um dos livros de maior importância para o domínio do Marketing de Conteúdos. Mas enganei-me totalmente. O livro é escrito mesmo pelos dois, com capítulos intercalados, McKee debita as suas teorias sobre a importância da narrativa e histórias no processo de comunicação, enquanto Gerace vai falando um pouco da revolução digital do marketing, mas, não existe qualquer trabalho real de colaboração e co-construção de uma abordagem geral ao Content Marketing. No final, fica a ideia de que uma grande oportunidade se perdeu.

O resto da análise encontra-se no blog:
https://virtual-illusion.blogspot.com...

[Becky L Long · Rating 5 out of 5]

Second time through in this one. Such a powerful message. I think this message is so important I will be buying the hard copy for several teammembers and leading a book study over this starting in a few weeks. This is the future of marketing, so get on board now before it's too late.

[Mezei Cristian · Rating 5 out of 5]

A must read for any marketer. People evolved to understand life through stories. Not using them when you try to make the world a better place or just grow your brand would cut the efficiency of your copywriting in half.

[Dmitry · Rating 1 out of 5]

(The English review is placed beneath Russian one)

Данный автор знаменит своей книгой «История на миллион долларов», смысл которой понятен уже из названия. Я не читал её и поэтому не могу ничего сказать касаемо данной темы. Однако автор по какой-то неведомой причине решил совместить несовместимое, а именно режиссуру и маркетинг. Это две совершенно разные профессии и поэтому совершенно не понятно, зачем автор за это взялся. Ну, если бы книга была ориентирована на рекламщиков, то я бы ещё понял, но книга упоминает как раз маркетологов. Смею предположить, он, как и многие обычные граждане, считает что маркетинг и реклама, это одно и то же. Хотя, на самом деле, реклама является всего-навсего лишь частью маркетинга, большого конгломерата. Далее, не все в отделе маркетинга занимаются созданием рекламы. Отдел может даже этим совершенно не интересоваться, т.к. часто этим занимаются профессиональные агентства, в которых и создаётся реклама, которая потом выдаётся на суд клиента. Поэтому книга определённо не подходит ни маркетологам, ни менеджерам, ни даже некоторым рекламщикам, если они непосредственно не создают рекламу, а создают лишь бриф для агентств, занимаются тестирование рекламы и пр. Что касается тех, кто создаёт, то тут тоже всё не так однозначно, т.к. книга состоит из двух ингредиентов: маркетинговой теории и той самой режиссёрской темы.
Итак, что касается первого вопроса, т.е. маркетинга. Тут автор не оригинален и пишет о том, о чём пишут все, начиная от блогера и заканчивая профессиональным маркетологом, т.е. рекламы стало так много (по сравнению с веком XX), что чтобы подняться над уровнем шума, над рекламой конкурентов, нужно давать (в эфир, к примеру) ещё больше рекламы. Из-за чего, разумеется, конкуренты делают то же самое, и мы видим, как количество рекламы всё увеличивается и увеличивается. Чего нельзя сказать об эффективности этой самой рекламы. Далее, пишет автор, появились такие сервисы как Netflix, т.е. сервис, основанный на подписке, благодаря чему покупатель перестаёт взаимодействовать, в данном случаи, с какой-либо рекламой. Следующий удар – программы для браузеров типа Ad Block, благодаря чему пользователи видят чистые, лишённые всякой интернет-рекламы, страницы в интернете. Итак, возможных мест встречи рекламы (компании/бренда) с потребителями становится всё меньше и меньше. Значит нужно что-то делать. Что делать уже предложит Сет Годин в своей относительно знаменитой книге, а в данном случаи автор говорит об истории или историях. Как я понял, это всё та же старая тема о важности сторителлинга. Так что и тут мы не получаем ничего нового. Но может там (в книге) отличие в деталях, на которые я не обратил внимания. В любом случаи автор предлагает нам погрузить потребителя не в банальную рекламу, а во что-то типа искусства. И, честно сказать, с данного момента книга стала для меня невыразимо скучной. Возможно из-за того, что текст ориентирован скорее на режиссёров и сценаристов, т.к. автор разбирает по кусочкам саму суть историй, как они должны быть показаны, что должен делать главный герой, какие смыслы должны быть вложены и так далее. Всё то, что я встречал при описании создания истории (фильма ли, книги ли). Зачем это нужно знать маркетологу, как я уже сказал, не понятно. Это просто не его профессия, не его круг обязанностей (создание историй – это уровень писателя, художника, поэта, но никак не белого воротничка). Поэтому я не могу оценить ценность этой части книги и именно поэтому я вспомнил самую знаменитую книгу автора, а точнее то, на чём он специализируется.
Что касается остального связанного с маркетингом, то создаётся чувство, что текст по маркетингу просто добавили, взяв из какой-то обычной статьи из профильного журнала Ad Age или из бизнес-книги по маркетингу, т.е.… обычный текст.
И последнее. Вот что я хотел увидеть, но что я конечно же не увидел, так это стройной статистики, цифр, которые бы доказывали, что вся эта тема с историями (сторителлингом) реально работает, ибо ни Samsung ни BMW ни Microsoft не испытывали никаких проблем в связи с отсутствием этих пресловутых историй, а следовательно, вся эта шумиха стоит под очень большим вопросом (вопросом эффективности). Может это работает и это необходимо, а может быть это лишь желательно.

This author is famous for his book "Story: Substance, Structure, Style, and the Principles of Screenwriting", the meaning of which is clear from the title. I have not read it and therefore cannot say anything about this topic. However, for some unknown reason the author decided to combine the incompatible, namely stage direction and marketing. These are two completely different professions and therefore it is not clear why the author took up this task. Well, if the book was focused on advertisers, I would still understand, but the book mentions marketers. I dare say he, like many ordinary citizens, believes that marketing and advertising are the same thing. Although, in fact, advertising is only a part of marketing, a large conglomerate. Further, not everyone in the marketing department is involved in the creation of advertising. The department may even be completely uninterested in this, because it is often done by professional agencies, which create advertising, which is then given to the client. Therefore, the book is definitely not suitable for marketers, managers, or even some advertisers, if they do not directly create advertising, but create only a brief for agencies, are engaged in advertising testing, etc. As for those who create, everything is also not unambiguous, because the book consists of two ingredients: marketing theory and stage direction theme.
So, as for the first question, i.e. marketing. Here the author is not original and writes about what everybody writes about, starting with a blogger and ending with a professional marketer, i.e. advertising has become so much (compared to the XX century) that to rise above the noise level, over the advertising of competitors, you need to give even more advertising. Because of what, of course, competitors do the same thing and we see how the amount of advertising increases and increases. What cannot be said about the effectiveness of the advertising itself. Further, the author writes, there are services such as Netflix, i.e. service based on subscription, so that the buyer ceases to interact, in this case, with any advertising. The next blow - programs for browsers such as Ad Block, so that users see clean, devoid of any Internet advertising pages on the Internet. So, the number of possible places of meeting of advertising with consumers is becoming smaller and smaller. So you need to do something. What will Seth Godin suggest to do in his relatively famous book, and in this case the author speaks about stories. As I understand it, it's still the same old topic about the importance of Storytelling. So we don't get anything new here either. But maybe there (in the book) is a difference in details that I didn't pay attention to. In any case, the author offers us to immerse the consumer not in banal advertising, but in something like art. And, frankly speaking, from this moment the book became unspeakably boring for me. Probably because the text is more oriented towards filmmakers and screenwriters, because the author takes apart the very essence of the stories, how they should be shown, what the main character should do, what meanings should be attached, and so on. Everything I've seen when describing the creation of a story (whether it's a film or a book). Why would a marketer need to know this, as I said, is not clear. This is just not his profession, not his range of duties (making stories is the level of a writer, an artist, a poet, but not a white collar). That's why I can't appreciate the value of this part of the book, and that's why I remembered the author's most famous book, or rather what he specializes in.
As for the rest related to marketing, I get the feeling that the marketing text was simply added by taking it from a usual article in Ad Age magazine or from a business book on marketing, i.e. a common text.
One last thing. What I wanted to see in this book, but what I didn't see was slim statistics, numbers that would prove that the whole story subject (Storitelling) really works, because neither Samsung nor BMW nor Microsoft had any problems with the lack of these notorious stories, and therefore all this fuss is a very big question (efficiency issue). Maybe it works and it is necessary, and maybe it is only recommended.

[Peyton · Rating 4 out of 5]

I read this and could not get Nicholas Cage out of my head! Yes, I saw the movie Adapatation, and the Cage twins haunted me whilst reading McKee's book. (The movie is about screenwriters who attend one of McKee's legendary workshops.) Despite that, I enjoyed the book!

Impassioned thesis, and mostly proven. I enjoyed this book because it's what I think about all the time as a Brand Journalist. McKee's "the story guy" so I had to pick this up to read. He supports his argument with decent evidence and research--as much as that's possible in the liberal arts arena.

What I loved was his ideas about how story integrates into brand narratives and advertising. However, I've taught precise techniques for brand story discovery that McKee did not cover. Also, his ideas about the protagonist in these commercial stories was light. I have this thing called Dynamic Brand Heroes that is better, IHMO.

If I'm critical, I'd say that the author needed more specifics on the how-to. Talk specifics. The case studies were great, but teach people how to write that brand story. It's theory until you do! I guess that's the live workshop part and this book is his calling card. No fault in that model. I got value out of it and highlighted a lot of passages. (I am a bit of a highlighter slut. I mark things quite liberally because I'm of the mindset that 90% of the books I'll never read again, but I'm happy to skim the highlights and make notes.)

But overall, 8/10. It's something I'd recommend to all my brand journalist students from the famous master storyteller that McKee is.

[Alice Tsukamoto · Rating 5 out of 5]

“Este livro foi escrito para vocês, reinventores”

Existe certo pé atrás quando falamos de marqueteiros e marketing, especialmente por conta das bravatas, promessas vazias e resultados mentirosos propagados pela classe.

O marketing não tem data de vencimento previsto para tão cedo, pois aonde vive o capitalismo, vive o marketing. As pessoas compram, as marcas divulgam. Pergunto-me, então: como fazer bom marketing?

Esse livro se propõe a dar a resposta. Uma alternativa, na verdade, que ele vende como a solução máxima. Vejo com certa descrença alguns pontos, especialmente a mensuração dessa estratégia voltada a histórias. Eu acredito nas histórias, e sei que o ser humano é um “storytelling animal”, mas ainda acho muito difícil que apenas o bom storytelling seja A resposta que ninguém está vendo para o futuro da propaganda.

McKee é o grande mentor de nomes renomados de Hollywood, daí já tiramos credibilidade para a teoria. Mas quando falamos de vendas, a coisa é um pouco mais complexa. Achei as argumentações bem embasadas e convincentes, mas paradoxalmente não vi contra argumentações. Digo paradoxalmente porque os próprios autores defendem no livro que não devemos fugir dos conflitos e pontos negativos. Astuciosamente, aqui eles não fogem, mas apresentam “a melhor versão da verdade”

Recomendo esse livro para copywriters, marqueteiros e vendedores. Na verdade, recomendo a todo mundo que precisa convencer alguém de algo. Mas leia questionando. Storynomics é uma leitura que te faz crescer, se assim você a encarar.

[Polina Howe · Rating 5 out of 5]

This is one of the best books I read this year! It's so good, that as soon as I finished I started reading it again taking notes this time. I work in advertising, and I can see how things are changing first hand, and this book is an amazing insight into the industry, its changes and its future.
My only suggestion would be to add more case studies.

[Bryony · Rating 3 out of 5]

The authors are advocating for story-based marketing, which is supposed to mean consumers don't feel sold to, so it's a shame they told so few stories within their book. I often felt sold to, but did at least finish reading with some useful points to apply to my own work.

[Stephanie Lawton · Rating 2 out of 5]

Disappointed. The last chapter should have been the first, and expanded.

[Таня Козловець · Rating 4 out of 5]

Пишіть правду!!!
От і вся книга. Ок, жартую 😜

Якщо ви стежите за моїми сторіс то певне помітили, що книжку я дочитала учора о другій ночі і вона вся у стікерах-закладках. Так, при прочитанні нонфікшину закладки мій маст нід. Книгу я починала читати два рази, не йшло і все тобі. Але тепер з певністю пишу - я буду перечитувати її знову і не раз. У ній просто купа корисної інфи, у кожному розділі, сторінці, слові. Думаю навіть те, що я відмітила, це взагалі не вся ключова інфа, аж ніяк 😮

Чому вирішила прочитати. Цікаво і література такої тематики необхідна мені для роботи і до того ж сторітелінг у всіх на слуху. Перед цим читала книгу українського автора "Сторітелінг для очей, вух і серця" і там було посилання на цю книгу. Але, якщо попередньо прочитана швидше для натхнення то "Сторіноміка" це джерело практичної інфи 😍

Що отримала від прочитання. Структуру. Ні, тут не написано, що якщо ти щось продаєш то маєш виконати пункти один, два, три. Навіть навпаки. Книга дає поради, як перейти від пунктів до історії. Що негатив це добре, але якщо він показує, як клієнт може за допомогою вашого продукту перейти від негативного заряду до позитивного. Але щоб це зробити ваша історія має бути структурованою, зрозумілою та правдивою. Ніколи не обманюйте свого клієнта. Не розповідайте, що він живе у рожевому світі і йому потрібен тільки ваш продукт-єдиноріг для цілковитого щастя 😁

Враження. Все вище описане це лиш чайна ложка з того, що можна начерпати з книги. Вона хоч і тоненька, всього 237 сторінок, та кожна містить корисну інформацію з життєвими прикладами та без краплі надлишкової води. Це те, що мені було потрібно. Книга і тема мої на всі 100500 ♥️

"Сторіноміка" - потрібно мати, читати та перечитувати, якщо хочете бути у маркетинговому потоці з такими рибами, як Apple, Dove, RedBull і т.д. 😉

[Quangcaophoenix · Rating 5 out of 5]

Coca-Cola và Red Bull là hai thương hiệu đã chứng minh sức mạnh của roadshow trong việc tăng nhận diện thương hiệu. Coca-Cola với chiến dịch “Holiday Caravan” không chỉ bán sản phẩm mà còn bán cảm xúc. Những chiếc xe tải trang trí rực rỡ, âm nhạc Giáng sinh và hình ảnh ông già Noel đã trở thành biểu tượng gắn liền với niềm vui lễ hội. Trong khi đó, Red Bull lại tạo dấu ấn bằng dàn xe Mini Cooper gắn lon khổng lồ di chuyển khắp thành phố và xuất hiện ở nhiều sự kiện thể thao, âm nhạc. Cách làm này giúp thương hiệu luôn hiện diện, năng động và dễ ghi nhớ.
Từ hai chiến dịch này, có thể rút ra nhiều bài học: roadshow thành công cần phương tiện thiết kế ấn tượng, lựa chọn lộ trình và khung giờ vàng, đồng thời tạo ra sự tương tác trực tiếp như minigame, trải nghiệm thử sản phẩm, quà tặng logo… Âm nhạc, ánh sáng, cùng các điểm check-in độc đáo còn khuyến khích khách hàng chia sẻ trên mạng xã hội, tạo hiệu ứng viral mạnh mẽ. Nhờ vậy, roadshow không chỉ đưa thương hiệu đến gần công chúng mà còn giúp khắc sâu hình ảnh trong tâm trí họ. Xem thêm thông tin tại đây: https://quangcaophoenix.com/bai-hoc-tang-nhan-dien-thuong-hieu-tu-roadshow-cua-coca-cola-va-red-bull/
Nếu bạn đang tìm kiếm một đối tác tin cậy để tổ chức roadshow một cách hiệu quả và chuyên nghiệp, hãy liên hệ ngay với Phoenix Media Group qua hotline 0356229511. Chúng tôi cam kết mang đến những giải pháp tối ưu, giúp thương hiệu của bạn tỏa sáng!
#quang_cao_ngoai_troi
#quang_cao_phoenix
#phoenix_media_group

[EL · Rating 3 out of 5]

I initially found this book a very dry read, though I'm one for solid theories and structured frameworks. Some of the content and examples listed in the book may be a little dated, depending on the reader's demographic. However, when I engaged my 'learning mode', I was better able to appreciate the author's work, and extract value for myself. I'm glad I allowed myself to skip and wander about the chapters according to my interest and awareness, and gradually 'filling in' the gaps as I latched on to the content.

Off the top of my mind - what did this book do for me? Obviously, Mr. McKee's 8-Stage Story structure; it's a proven model. There are also the 5 Major Genres he identified. The examples that he gave - though some feel a little dated for me - do serve to highlight the finer points in the often intangible, unquantifiable craft of story. I was able to immediately integrate and apply some of this knowledge into my consulting work.

Overall, I am glad I read this book. I learnt new things. But my experience of it feels only like 3 stars.

[Chris Henry]

I’ve attended two of McKee's screenwriting seminars (two optioned) and open Story almost every day. That’s kind of the point with McKee. Read his material like a professionally written college textbook. Lots of underlining and yellow. Put it aside. You got it...it's all up there. Having an unproductive day? Open it... Any page, doesn’t matter. Read for fifteen minutes. Your writing engine will come to life or at least begin to turn over. Now, that’s one way to work with McKee’s books. Another, just as useful, is to use it in its entirety as a sort of exceptionally long koan. The pedantic, formal is probable a better word, style lends itself to a little reflection. Fifteen minutes with your favorite ambient. This also will help kick things into gear. The last, easiest, and probable the most effective use of his books. The book exists, you know this to be true, hence... "Wax on, wax off..."

You are going after that part of you that creates. His books can help you get there. After that...

[Peter · Rating 2 out of 5]

It was ok. Granted, I picked it up and set it down a lot over two years, but I'm trying to think about where it really helped. There were some good ideas and things to think about in the beginning, but as you read and keep hearing how important storytelling is in every aspect of business and marketing it starts to get weird that this book is actually a presentation of ideas, statistics, and examples. I began to wonder if the writers knew what they were writing about since, if they were experts, they would've no doubt included more storytelling in the actual way they went about giving us the information. Had there been a story throughout perhaps it wouldn't have taken me two years to finish. Again, there were points to think over, but it seemed a bit rehashed and out of date towards the end.

[Fabrizio Trotti · Rating 4 out of 5]

A way past ad-driven marketing

The authors do a solid job in explaining the backbone of every story, then details how to apply such structure to marketing campaigns. There are not many digressions, the book is straightforward and pleasant to read. What is probably missing is a more encompassing example of a company that uses story-driven marketing consistently, both internally and externally, not just in one campaign. In any case, recommended for those seeking a way past interruption marketing.

[Hervé Maas · Rating 4 out of 5]

Eigenlijk ben ik het voor de tweede keer aan het doornemen. Wat ik sterk vind aan Storynomics is dat het overeenkomt met de data die ik door de jaren heen heb gezien. Mensen worden steeds meer immuun voor advertenties. Zelfs wanneer ze er zelf naar zoeken, zoals bij Search Ads (mijn oude vakgebied).

De aanpak dit Storynomics voorstelt staat mij ook erg aan en daarom ben ik het opnieuw aan het doornemen. Want ik wil het integreren in mijn aanpak met itContinues.

[UnderseaDavis · Rating 2 out of 5]

- why is Robert McKee still obsessed w Moneyball as the greatest story ever told

- half this book seems written for an audience interested in storytelling craft, half reads like a c-suite manual on selling in the idea of narrative storytelling

- overall I’d only recommend this one over STORY by McKee if you’re not actually interested in storytelling and just want some lame business acumen

ALT TLDR REVIEW: this book is STORY Sparknotes for a business school student

[Ashiish V Patil · Rating 2 out of 5]

Disappointing. McKee seems to have just been licensed by Gerace for soft plugs of Skyword offerings.

Jargonesque second half. Limited, repetitive examples... Dove Real Beauty Sketches 8 times. Contradicts its own suggestions. Very little practical actionable steps. And boring writing style. For a book on story... that's a sin!

And clearly the writers have very few examples or case studies to quote that are their own. So minimal credibility.

Skip.

[Hots Hartley · Rating 3 out of 5]

The early parts of the book - about Story - were interesting, with plenty of good examples. Once it devolved into statistics -- how many billion Facebook shares, search engine terms covered by ads, cost of original TV programming vs advertising money, amount of hires necessary, etc. -- the book got dry, out-of-touch, and inapplicable.

[Clarissa Bell Ruiz · Rating 4 out of 5]

Su gran acierto es como profundiza en las partes que debe de tener una historia para enganchar al público, las diferencias entre historias de literatura o para fines publicitarios.

No le doy 5 porque creo que le falta desarrollar más en el storytelling de texto, o imagen o texto con imagen, contenido para redes pues. No todos tenemos el presupuesto de Always o Dove.

[Paul Caruso · Rating 5 out of 5]

Important work

McKee and Gerace present a series of ideas and propositions that are important to those of us who engage in persuasive communication. This book is a easy read, and leaves the reader with a banquet’s worth of food for thought.

[Juano · Rating 4 out of 5]

Quería leer algo de storytelling dentro del contexto empresarial, y la verdad, aun cuando está en inglés, está bueno el libro, bien esquemático y con ejemplos que ayudan a comprender el sentido. cuando salga en español de seguro lo leeré de nuevo.

[James · Rating 3 out of 5]

It seems Mr. Mckee, whose style and advice I was looking for after reading his 5 star book (in my opinion), “Story: Substance, Structure, Style, and the Principles of Screenwriting”, didn’t contribute as much in this book as Mr. Gerace did.

[Belaraniel · Rating 2 out of 5]

Неплохо для начинающих, но хорошо бы не добирать пустоты между перечислением фактов повторением уже пройденного. А затем — еще раз все повторить. Короче не выдавали брошюрку за книжку — было бы вообще гуд.

(или все свалить на русский перевод?)

[Marina · Rating 4 out of 5]

Если вы на работаете в маркетинге, то больше поймёте глубину данной книги. И мне кажется, что данные советы будут работать не во всех направлениях бизнеса.
Но! Из положительного стоит отметить хорошую структуру материала: теория с объяснением и практическим подтверждением.