- Concrete Examples
As traditional advertising wanes, branding and marketing experts Robert McKee and Thomas Gerace show how a well-crafted, purpose-driven story grabs customer attention. Stories engage consumers emotionally and motivate them to buy. Using software tools and platforms, businesses can track the effectiveness of their storytelling techniques to determine which approaches provide the best outcomes.
About the Authors
Brand storytelling expert Robert McKee’s articles and interviews have appeared in The New Yorker and the Harvard Business Review. Thomas Gerace is a pioneer in digital marketing and the founder of the content marketing platform Skyword.