The first and last book you should read on Brands ... and more

books:

	• What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands Ryan Mathews, Watts Wacker FT Press, 2007 - 240 pages average customer review:based on 9 reviews view larger image
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Academic, historical and Good

This book certainly gives a great deal of info on the history and relevance of stories. What kind work and what kind don't work. If you want to understand how stories can help you get your message across this book is a good starter.

The first and last book you should read on Brands ... and more

My first Wacker/Mathews book was Deviant's Advantage and the only reason I read What's Your Story was because of who wrote it. In WYS Mathews and Wacker get to the heart of connecting with people from a product/brand context.

If I were to suggest to ANYONE what the first and the last book that they should read would be, then WYS is that book. It presents one of the most intellectual but easy to understand analysis of what is truly meant by "brand" and the writing is completely engaging.

Though this book is more than just a Branding book, all that I can end with is that I've read, worked, and studied a great deal in marketing but no other book seems to get the right story across as to what a brand really is than does WYS.

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Market Your Product with Stories

"It's the same old story." Well, perhaps it is, but that doesn't make it any less effective. In fact, explain futurists and storytellers Ryan Mathews and Watts Wacker, the best way to convey your message is to use archetypical story themes derived from human experience. After all, who are Harley-Davidson's outlaw riders but modern day Robin Hoods? And isn't Apple just another warrior-like David attempting to defeat a Goliath-like Microsoft by offering the world superior graphics? You can tell a powerful story by learning basic storytelling techniques and crafting them to fit your message. Mathews and Wacker outline these basics, from leveraging themes and shaping your message, to finding the right context, and making it relatable and believable. Ironically, for a book about storytelling it is, at times, convoluted and a bit verbose. Even so, getAbstract suggests it to readers who want their business stories to have happy endings.

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reviews: page 1, 2

"As usual these two future-finders have their fi ngers on the pulse of what's happening--and what we need to know about. In every business, in every organization, the seven most important words these days are: 'But wait! A story goes with it!' You need to read this book to fi nd out why." --Alan Webber, Co-founder, Fast Company magazine "A great story sparks our imagination, challenges us to think, and resonates with our collective conscience. Ryan Mathews and Watts Wacker's story about telling stories does exactly this. It is an essential guidebook for capturing and conveying the essence of corporate identities and enriching brands." --Paul A. Laudicina, Managing Officer and Chairman of the Board, A.T. Kearney Storytelling is the universal human activity.Every society, at every stage of history, has told stories--and listened to them intently, passionately. Stories are how people tell each other who they are, where they came from, how they're unique, what they believe. Stories capture their memories of the past and their hopes for the future. Stories are one more thing, too: They are your most powerful, most underutilized tool for competitive advantage.Whether you know it or not, your business is already telling stories. What's Your Story? will help you take control of those stories and make them work for you. Legendary business thinkers Ryan Mathews and Watts Wacker reveal how to craft an unforgettable story!create the back story that makes it believable!make sure your story cuts through today's relentless bombardment of consumer messages!and gets heard, remembered, and acted on.* THE TEN FUNCTIONS OF STORYTELLING Discovering what stories can do for your business *THE ABOLITION OF CONTEXT Telling stories when the past no longer defines the future*THE FIVE MOST IMPORTANT STORY THEMES Leveraging themes your audiences will understand and believe*APPLIED STORYTELLING 101 Storytelling for your industry, your company, your brand, and you*MASTERING YOUR STORYTELLER'S TOOLBOX Making your stories more compelling, more believable, and downright unforgettable Use Storytelling to Gain Powerful Competitive Advantage in Today's Increasingly Skeptical Marketplace *Leverage the incredible power of storytelling in marketing, sales, investor relations, recruitment, change management, and more*Indispensable techniques for every CxO, entrepreneur, and marketing, sales, and communications executive*The latest breakthrough book from best-selling futurists Ryan Mathews and Watts Wacker

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