Praise for Storyscaping: Stop Creating Ads, Start Creating Worlds
"Bravo Gaston Legorburu and Darren McColl. Storyscaping: Stop Creating Ads, Start Creating Worlds is a blockbuster tale about stories and the power they have to turn brands into stands. In a world that is ad rich and idea poor, these authors are the heroes who will save your job and career by giving you the ultimate tool for the next generation of marketers: the great story."
Joey Reiman, CEO, BrightHouse, Author of The Story of Purpose
"Storyscaping is a unique and immediately applicable way for a brand to tell their whole story, across all the channels necessary. In today′s ever–changing media landscape it is important for brands to get the entire picture, not just a few pieces. This is a must–read for anyone in the marketing and media ecosystem."
Nancy Hill, President and CEO, American Association of Advertising Agencies
"I have known Gaston for years. He has always been a big advocate of story and storytelling systems. In this book he reveals his in–depth passion alongside a set of inspirational practices that will help us all become better storytellers, better storydoers, and better storysystems builders."
Jonathan Mildenhall, Senior Vice President, Integrated Marketing Content and Design Excellence, The Coca–Cola Company
"As an actor and producer, I′m immersed in the world of story telling. Today′s consumer expects more engagement and interaction with brands and products. Darren (Daz) is one of the most insightful guys I know in the world of marketing, and he and Gaston′s work on Storyscaping will change the way we look at telling stories to consumers long into the future."
Omar epps, Actor, Producer, Media Entrepreneur
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