Prof. Ron Shachar || Former Dean of Arison School of Business, Reichman University. Currently head of the Honors program.

Prof. Ron Shachar

Former Dean of Arison School of Business, Reichman University. Currently head of the Honors program.
  • 13:50-14:35
  • Normal

The five stories marketers should tell

What do Cinderella, Jane Eyre, Aladdin and the Ugly Duckling have in common? Their plot.

 Two decades ago the author Christopher Booker argued that throughout history there were only seven basic plots that writers have used. One of them, rags to riches, fits the four stories above.

 

 In the lecture I argue that throughout history there were only five basic stories that marketers have used (quite different from those identified by Booker). Knowing and understanding these five can be very useful to marketers, especially today – when marketers are frequently encouraged to tell stories. In the lecture I describe these basic stories as well as four storytelling methods that advertisers should use to overcome the major challenges advertisers face.

Written by  Read 2310 times Last modified on Thursday, 01 February 2024 10:59
Rate this item
(0 votes)
Published in Day 1
Super User

Latest from Super User

More in this category: « Ronen Soffer || Product Cheif, Intuition Robotics Yaelle David || Brand Experience Lead »

6 comments

Leave a comment

Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.