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Storyscaping

Stop Creating Ads, Start Creating Worlds

Gaston Legorburu, Darren McColl

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Beschreibung

How to use powerful tools to engage customers with your brand Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers.

GASTON LEGORBURU is Worldwide Chief Creative Officer of SapientNitro, a new breed of agency that is redefining storytelling for an always-on world. Recognized by Adweek 50 as a game-changer who is modeling the agency of the future, Gaston sets much of the strategic and creative vision for the agency and provides clients forward-thinking insights on their most critical marketing challenges. This has earned him the honor of many recognitions in marketing and advertising and a seat on the juries of such prestigious advertising award shows as D&AD, Cannes Festival of Creativity, ADC, the One Show and the Webbys.
DARREN McCOLL is the Global Chief Brand Strategy Officer of SapientNitro, where he collaborates with global teams and clients to help create worlds of immersive stories and experiences. "Daz" as he is known, brings insight and strategic guidance to many of the world's biggest brands including: Virgin, McDonald's, Nestlé, Mars, Foster's, Burger King, Subway, Footlocker, ESPN, Volvo, Chrysler and Coca-Cola. He is a sought after speaker with experience that spans markets worldwide and his work has earned him many awards including: Effies, New York Festivals, The One Show, Clios, D&AD (Black Pencils), and three coveted Cannes Lions Grand Prix.

Produktdetails

Einband gebundene Ausgabe
Seitenzahl 256
Erscheinungsdatum 08.04.2014
Sprache Englisch
ISBN 978-1-118-82328-6
Verlag John Wiley & Sons Inc
Maße (L/B/H) 21.1/21/2.5 cm
Gewicht 611 g
Auflage 1. Auflage

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  • Acknowledgments vii

    About the Authors viii

    PART ONE Great Storytelling Alone Won't Save Your Business 1

    00 INTRODUCTION 3

    01 FROM THE CAMPFIRE 17

    02 YOUR FIRST KISS 35

    03 BRAVE NEW WORLDS 55

    PART TWO Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections 77

    04 THE STORYSCAPING MODEL 79

    05 POWER OF WHY 91

    06 WALK THE WALK 107

    07 INSIGHT TO DESIRE 125

    08 IN THEIR SHOES 143

    09 THE ORGANIZING IDEA 165

    10 MEET YOUR STORYSCAPE 181

    11 WORLDS THAT SELL 199

    12 SHOCK YOUR CULTURE 219

    References 231

    Index 241