New Video Shows How the "Digitoral" Era Is Turning the Tables on Marketers' Effectiveness and Role as Mythmakers
OAKLAND, CA, May 22, 2012 (MARKETWIRE via COMTEX) --
A new video by story analyst Jonah Sachs, co-founder and creative
director of Free Range Studios, highlights an important, unspoken
battle going on around us: the Story Wars, the fight to be heard in
an era when the myths that were the foundation of our society have
crumbled and the marketing messages that are their surrogates are
starting to backfire.
In his video, "The Myth Gap and How the Best Marketers Fill It,"
Sachs, the creator of breakthrough digital media campaigns "The Story
of Stuff," "The Meatrix," and "Grocery Store Wars," asks viewers to
think about how...
-- The marketing strategies of the Broadcast Era will soon fall on deaf
ears and may inspire significant backlash
-- Most marketers have abused their power by pushing fear, insecurity and
-- Marketers can best break through the constant flow of messages and
take on the role as our modern mythmakers
-- Digital tools are returning us to the oral tradition, and truthful,
empowering stories are the only weapons that will determine which
communicators will prevail
-- Anyone who wants to move audiences to action will need to tell
empowering stories that cast the audience in the role of the Hero
Narrated by Sachs, the video invokes the story of Oppenheimer and the
atomic bomb, the Bhagavad Gita and empowerment campaigns "Yes We Can"
and "Just Do It."
Sachs is the author of the forthcoming book Winning the Story Wars:
Why Those Who Tell -- and Live -- the Best Stories Will Rule the
Future (Harvard Business Review Press, July 2012). The video is
available at http://winningthestorywars.com and on Vimeo.
To speak with Mr. Sachs, or for an early copy of Winning the Story
Wars: Why Those Who Tell -- and Live -- the Best Stories Will Rule
the Future (Harvard Business Review Press, July 2012), please contact
Katarina Wenk-Bodenmiller of Sommerfield Communications, Inc. at
(212) 255-8386 or firstname.lastname@example.org.
About Jonah Sachs
Jonah Sachs is an internationally recognized
storyteller, author, designer and entrepreneur. As the co-founder and
creative director of Free Range Studios, Jonah has helped hundreds of
social brands and causes by creating campaigns built on sound
storytelling strategies. His work on legendary viral videos like "The
Meatrix," "Grocery Store Wars," and "The Story of Stuff" series has
brought key social issues to the attention of more than 60 million
viewers and his interactive work has been honored with 'Best Of'
awards three times at the standard-setting South By Southwest
interactive festival. Jonah and his work have been featured in The
New York Times, The Washington Post, CNN, FOX News, Sundance Film
Festival, NPR, The Colbert Report, and in FastCompany Magazine, which
named him one of the 50 most influential social innovators. Follow
him on Twitter @jonahsachs.
About Free Range Studios
Free Range Studios works with visionary
companies and organizations to create story-based brands,
transforming clients' visions for a better future into emotionally
compelling media -- from interactive and mobile to print and video.
The company has offices in Washington, DC and Oakland, CA. For more
information, visit freerange.com. Follow them on Twitter
Sommerfield Communications, Inc.
SOURCE: Free Range Studios
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